Mar 05 2025 25 mins 2
In this episode of WFA's Better Marketing Podcast in partnership with Meta, David Wheldon speaks with Dr Frederique Covington Corbett who is in the private sector division of UNICEF as Chief of Global Brand & Marketing.
David and Frederique discuss the biggest mistake marketers make, whether Gen Alpha is getting the leadership they need, why CEOs need to become Chief Energy Officers, the hushing trend sweeping across companies and what Chief Marketing Officers may be surprised about when it comes to standing out in judging for the Effie Awards.
About Frederique Covington Corbett
Frederique “Freddie” Covington Corbett is Chief of Global Brand & Marketing at UNICEF in Geneva.
Prior to joining UNICEF, she completed a tour of several senior roles, including as senior vice president, chief global brand strategy and integrated marketing officer at Visa; the senior vice president, head of marketing and cross border for Visa in Asia Pacific; international marketing director at Twitter and chief marketing officer for Microsoft in Asia Pacific.
Earlier in her career, Covington held several leadership roles in advertising and strategy consulting, including as a Managing Partner at Ogilvy & Mather and a global strategist at Y&R in the United States.
Covington holds a doctoral degree in global leadership and change from Pepperdine University in Los Angeles, California, as well as a BA and MBA from La Sorbonne University (CELSA) in Paris, France. Furthermore, she is a graduate of the Harvard Kennedy School for the Women and Public Policy Program.
In 2023 Frederique published Leadership on a Blockchain: What Asia Can Teach Us About Networked Leadership, which offers a provocative call to all businesspeople to reimagine leadership for transparency, trust, and distributed decision-making.
Dr. Corbett is a guest lecturer at Berkeley and Pepperdine University and sits on the board of Directors of EFFIE Worldwide.
