THE CREATIVE MINDS BEHIND OREO'S BRAND EVOLUTION
On November 13th, The ADVERTISING Club of New York will honor Dana Anderson, SVP, Chief Marketing Officer of Mondelez International as the 2014 Advertising Person of the Year. Check out today’s timely Fast Company article, which recognizes the brilliant creative power behind Oreo’s brand evolution.
THE STORY OF OREO: HOW AN OLD COOKIE BECAME A MODERN MARKETING PERSONALITY
In 2013, Oreo changed its image, and maybe changed advertising, with a real-time marketing coup. While its famous creative–culturally relevant tweets and Meta posts–seemed simple and spontaneous, the social success was the result of an overhaul of a large CPG company’s marketing philosophy and processes. CMO Dana Anderson and the marketing team behind the Oreo phenomenon discuss how they made the transition from self-involved advertiser to nimble content creator.
Read the full article here.