“We have a very strong structure for training people in our beliefs about how to protect our brand identity. And those processes are reflected in the way we test behavior. The methods of analysis and evaluation are the same in every market. So no matter what market we are in, we have a very good We have a data infrastructure,” he explained.
He added that creative testing within teams has changed over the past few years, with testing on others becoming a “hurdle” for deciding whether to run a campaign or not. He said that it would not occur.
“We test learning,” Seymour said. “That’s a real belief that we have in our organization is that it’s important to learn what you can.”
The company works with various external agencies to test its work, but they all follow a global methodology set out by Mondelez, which outlines what Mondelez thinks good looks like. ing. As an example of the growing importance of testing, he cited Milka’s planned Easter campaign, which initially scored 81 out of 100, was later amended to follow test statements, and recently received an 87. Obtained.
These scores are compiled into an internal database of “consistent measures” used to judge each work.
Another measure of success is industry awards. Last year, the team won his seven awards at Cannes Lions for his Xbox “Cheat Cookie” activation of Oreo. Following that, a collaboration between Pac-Man and Oreo was also released earlier this year.
“Whether it’s digital or traditional media, the key metrics for success are the same: attracting attention, combined with strong positive emotions,” Warfolk-Smith said. “These emotions remind us of creativity, which drives people to make a purchase now or later. As Dan Weyden once said, ‘Just keep it moving, dude.’
Compliance with ESG regulations
Another area of growing concern for all corporate marketers is ensuring that environmental impact communications comply with local environmental, social, and governance regulations, while avoiding the label of “greenwashing.” This is a way to avoid being pasted. This is an issue currently under intense scrutiny across Europe. .
According to Mondelez’s 2022 Snacking Right report, the company is working towards operating in a more sustainable manner, and its 2025 goals include more sustainable sourcing, climate change This includes contributing to reducing waste, improving packaging, and promoting DEI (diversity and equity). and inclusion) efforts and support of customers, colleagues, and communities.
The marketing team is responsible for ensuring that Mondelēz accurately showcases the results of achieving these goals in its external communications.
