Marketing is evolving. You can no longer create a national campaign and push that messaging across all communication vehicles. The integration of insights, sales, shopper, agencies, equity and consumer engagement personnel has never been more important. Mondelez International believes in an integrated approach to planning, big idea development and communications. Its core team leverages its respective functional expertise to make ideas smarter, bigger and ensure easier execution. By linking its marketing partners (equity and consumer engagement) with its shopper marketing team, and by bringing shopper (agency and sales people) early into the idea development stage, Mondelez drives success and ensures that ideas can be leveraged with its retail partners and excellently executed with its retail teams downstream. In this session, attendees will:
- Learn how Mondelez runs connections planning and big idea development for the following year.
- Discover why and at what stage it is important to infuse the voice of the customer/shopper into idea development.
- Hear key lessons that Mondelez has learned over the past few years to apply moving forward.