MERCADEO Versión en español
Brad Davidson of Kellogg: We have to make use of our own resources to create 360º marketing
1 de noviembre de 2012
Lápiz desarrolló el spot de Kellogg's empleado durante los Juegos Olímpicos Londres 2012
During the recent ANA (Association of National Advertisers) Multicultural Marketing & Diversity Conference, Brad Davidson, president of Kellogg North America, spoke about the positive results obtained for the brand by developing a multicultural marketing strategy for every project.And if that strategy is to be successful, Davidson said, it is of the utmost importance to develop and include insight that is culturally relevant for the target group. From 2009 to 2012, the company reinvented itself through its multicultural marketing efforts.We have to make use of our own resources to create marketing with a 360º outlook, Davidson said.Thanks to the Hispanic marketing of Kelloggs Eggo Waffles with its clear cultural focus, the brand nailed down a 10 point increase in market share. Lapiz is the Hispanic agency responsible for developing Hispanic strategies for the brand. During the 2012 London Olympic Games, the ad agency created the Kelloggs spot starring the American swimmer Rebecca Soni, produced in Spanish and later translated for the general market.
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