MERCADEO Versión en español
Karen Kaiser from Domino’s Pizza: Innovation in the food category consists of digital initiatives regarding the brand
27 de junio de 2015
Karen Kaiser dice que es realmente importante tener una agencia hispana en EE UU
Domino’s Pizza for its piece Emoji Ordering, made by the general market agency CP+Boulder, received a Titanium Grand Prix. Karen Kaiser, National Advertising VP at Domino’s Pizza spoke to PRODU about how innovation boosts most of the digital ideas in the company. “Innovation in the food category is no longer about the menu, but about digital initiatives regarding the brand”. Kaiser explained that, since this is the fourth time she attends the festival, she is able to realize the importance of the brand there. “People innovate so rapidly and the creative bar continues to be raised each year, making it indispensable to feel the pulse it has in order to continue being relevant in the market”. It is truly important to have a Hispanic agency in the US, she said. “Obviously, a segment of the population is growing more rapidly than any of the other segments. It is increasingly less about the unacculturated and more about first borns in the US and about millennials, therefore the target has changed in time. This generates a change in the job, the market is more sophisticated because the audience also is. For the company, data is super important, pointed out Kaiser. She explained they identified a problem through data, in which a third of the calls that came in were lost because the workers did not speak Spanish.
