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Mondelēz International, a global snack company, continues to grow and its creative marketing strategy is the driving force behind its success. In its third-quarter financial results announced in November 2023, the company announced that it expects organic net revenue to grow by 14% to 15% over the next year as it continues to provide services to more than 150 countries around the world. I made it.
In the European division of the business alone, net revenue rose 16% to $9.32 billion in the first three quarters of this year.
To celebrate British chocolate brand Cadbury’s 200th anniversary with the release of a campaign titled ‘Birthday’, Peter Seymour, Mondelēz’s senior vice president of European marketing and strategy, discusses how the group’s creative output is being used. He talked about how it has evolved. As a result, recent brand campaigns have been more effective and won awards at major industry events, including Cannes Lions, according to research firm Kantar.
“This is something we’ve been trying to get right for years,” Seymour said shortly after launching Chocolat Suchard’s animated Christmas ad in Spain, which garnered more than 40 million organic views during December. That’s what I’ve done,” he told Adweek.
Internally, creative effectiveness is measured using proprietary benchmarking tools and processes that can be applied to all work in any medium, testing the power of rational and emotional campaign storytelling. Over the past four years, Seymour claims the company has recorded more than a 20% increase in quality.
The index also includes recent brand campaigns for Oreo, Milka and triangular chocolate bar Toblerone, with the latter embarking on a strategy to “premiumize” its image.
Seymour said the mix of big brands, including cream cheese brand Philadelphia, as well as regional and small brands, allows the team of more than 400 marketers across Europe to collectively deliver consistently great creativity. Explain that it has become difficult.
Despite such complexities, this is also our ambition throughout 2023 and now into 2024.
“More content on more channels means that smart marketers need to understand and optimize every creative to break through the avalanche of irrelevant content. ,” explained Bernie Workfork-Smith, Managing Director, Europe, Middle East and Africa. Creative effects platform DAIVID. “While the improvements from media effectiveness have been modest, those same marketers are now seeing significant performance gains by improving creative effectiveness.”
