Campbell Soup Company Warms To True Digital Marketing ROI

By on 06/26/2014 6:51 PM @robertandrews

CANNES, France — The company whose main product was immortalized by Andy Warhol looks like sticking with TV fame for a lot more than 15 minutes – but that won’t stop it trying to make the medium more accountable.

the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in to other digital video channels. But we do love TV. There is something about the sight-sound-motion piece of TV which is still very powerful. We see other formats as a ‘yes-and’, not necessarily an ‘instead-of’ TV.”

But Rani is amongst the ad buyers today whose interest is getting piqued by the prospect, presented by technology, of linking ad spend to actual sales outcomes – something that has long been impossible in marketing.

“It’s one of our current obsessions, getting away from proxies to the real business impact,” she says. “The only metric that matters in the end is sales. Now I can do it – it’s very exciting, but it’s early days.”

She was speaking with Luma CEO Terence Kawaja during Beet.TV’ssummit on the future of television advertising during the Cannes Lions International Festival of Creativity.   Please find more Beet coverage of Cannes Lions here.

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