Mondelēz CMO Martin Renaud on balancing a diet of data and snacking

Mondelēē z International Inc. Worldwide Chief Marketing Officer Martin Renaud praises using information to notify marketing choices however likewise desires his group to count on instinct.

While he looks for data-driven responses from his group, Renaud likewise needs to know what they personally think of the items. He proclaims to be ““ rather consumed ” with brand name structures. And he does his own research study, tasting the treats the business offers, such as Oreo, Cadbury, Toblerone, Belvita and Ritz, as he takes a trip throughout 13 company systems to consult with the business’’ s approximately 1,500 online marketers.

““ Enjoying the items is at the center of winning for me,” ” Renaud states on the most recent edition of Advertisement Age’’ s Marketer ’ s Brief podcast.


Renaud has actually provided Mondelēē z ’ s marketing procedure a little bit of a transformation throughout the previous year or two, highlighting the growing significance of digital messages.

More than 40 percent of Mondelēē z ’ s media costs remains in digital media.

““ We feel we are now at a great level,” ” states Renaud.


Now, he wishes to guarantee the business has the ideal innovative work throughout various media, customizing messages for TELEVISION, social and in other places to much better get in touch with customers as it completes versus the similarity Hershey, Ferrero and Mars Wrigley.

Renaud is highlighting making use of more ““ customization at scale,” ” or providing the ideal message for the best customer at the ideal minute.

““ We require, a lot more than ever,” to comprehend our customers, ” states Renaud.


When Renaud took part 2018 after years at Danone, filling the CMO post left by Dana Anderson in 2017, Mondel ē z likewise called 4 local CMOs. Mondel ē z has actually because modified its structure, producing 13 company systems worldwide with their own marketing groups. A main group supplies assistance consisting of classification insights. In all, the business has about 1,500 online marketers.


Renaud states that the group at Mondel ē z prior to he signed up with did an exceptional task on brand name structure. Over the last few years, however, it might havebeen more concentrated on success than advancing its messages.


“ We require to be clearer on the brand names to be able to win due to the fact that I believe diversity will be what will make you win, ” Renaud stated.

“After employing a mix of media firms in 2018, in August Mondel ē z called WPP Group and Publicis Groupe the 2 significant winners in its innovative evaluation, with other companies pitching in.


Mondel ē z’s earnings fell 0.8 percent in the 2nd quarter however increased 4.6 percent when removing out the effect of currency divestitures, acquisitions and variations. The business is set to report third-quarter outcomes on Oct. 29.


Hear more from Renaud in the podcast above.


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