Anderson: Buscamos la inspiración fuera de la compañía y en alianzas con con pequeños startups
During the ANA Masters of Marketing conference, Dana Anderson, senior VP and CMO at Mondelez International, explained the new strategies they are implementing to adapt to the changes in the current world of marketing. She expressed that “Mondelez is an 800-pound gorilla living in a unicorn world”.For the company this implies that they have to find fresh ways to work and, ultimately, to grow. Anderson said they are seeking inspiration outside the company and that a great way to do it is partnering with small startups. According to the executives, big companies have a lot to learn from these organizations that are just starting. “It is a great way to reinvigorate your team and, at the same time, help those who are growing. And it is important to highlight that startups are usually more oriented towards new technologies” she said. “Their sphere and viewpoint are different from ours, and for them, everything is possible, our people, our teams learn that when you leave the house and share your challenges with other people, they can help you find solutions you never thought of before, so it is a great exchange”.An example of this optimization process was to realize that the brand Oreo handled 130 projects worldwide and many are duplicative. After doing some research, the brand found it could do the same work with 80 projects, and not lose anything in the process.
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