Mondelez International Inc. (owner of well-known brands such as Oreo cookies, Cadbury chocolates and Ritz crackers) is changing its marketing recipe: less TV, more digital
For decades advertisers have relied heavily on television commercials to sell their products to the masses. But as consumers’ TV-viewing habits change, thanks in part to the growth of the Web and the rise of smartphones, companies are looking for new ingredients to add to their advertising formulae.
Mondelez is embracing a wide range of newer approaches from spending big on digital channels to using technologies such as holograms in store aisles. At the same time, it has reduced its TV ad spending in the U.S. almost 50% from five years ago, according to ad-tracker Kantar Media.
Change isn’t easy, and Dana Anderson,Mondelez’s chief marketing officer, has plenty riding on her efforts. The Deerfield, Ill., company is under pressure from two high-profile activist investors, including William Ackman, to cut costs and boost earnings. It is also trying to re-engineer some well-known brands to keep up with consumer demand for healthier or more natural food options.
Ms. Anderson spoke with The Wall Street Journal about how Mondelez has gotten its executives to embrace digital media, how it is seeking more than just ads from the likes of Google and how it’s dealing with belt-tightening. Edited excerpts follow.
To learn more read the full interview to Ms. Anderson here:
http://www.wsj.com/articles/a-new-way-to-sell-oreos-1445824919
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