‘Complexity Of Change’ Spurred Campbell Soup Global Account Review

MIAMI-When Cambell Soup Company put its huge creative and media account into review last year, it didn’t seek the usual “spec creative” from contenders. Unlike when the company hired BBDO back in 1954, Campbell was looking for a partner to help it navigate “the pace and complexity of change.” Last month, Publicis Groupe was awarded […]

 
 

Campbell’s Marketing Chief: Television Becoming More Like Digital

With digital technology helping to advance the goal of more precisely targeted television ads, the traditional marketing mix of art and science has become more balanced with regard to the scientific element. For Yin Woon Rani, VP of U.S. Marketing for Campbell’s, the advent of digital advertising has raised marketers’ expectations of what is measurable, […]

 
 

TV Networks Well Placed Despite Multi-Platform Boom: Nielsen’s Hasker

CANNES, France — How will the relationship between media agencies, brands and TV networks evolve as underlying media and marketing platforms continue to be disrupted? The incumbent TV industry remains in a strong position, a Beet.TV panel heard. “There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major […]

 
 

Campbell Soup Company Warms To True Digital Marketing ROI

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 […]