Anna Kadric recently joined Carlota Pico on The Content Mix to talk about her role as global head of Content, Channels & Media, the in-house agency at Nordea, a Nordic financial services company. She explained why social media is a valuable tool for making customers feel understood, and how authentic communication can help guide brands through uncertain times.

Anna described how Nordea addressed customers’ pain points when the COVID-19 pandemic began to impact their financial situations, and how she encouraged her own team to switch gears overnight. She also told us why marketing is such a rewarding career path and emphasized the importance of having fun with your campaigns!

You can watch the full conversation in the video above or on YouTube, and listen to the podcast on Apple and Spotify.

Care messages cannot be mistaken for advertising campaigns. We want to make sure that people understand that we’re here to help them out and care for them.

Connect with Anna and Carlota on LinkedIn.

This post was edited by Jamie Albert, a freelance content creator based in Madrid.

For more insights into authentic communication:

Crisis is a time to engage audiences on a human level – Melanie Ewan

Sound marketing strategies – Peter Holmberg, global marketing communications manager

The world of higher ed in 2020 – Denyse Lum, marketing & communications manager at ESSEC

To see the full transcript, click on page number 2 below.