How Kellogg's embraced digital visibility and drove engagement
Geoffrey PrecourtWarc
Aaron Fetters, director of the Insights and Analytics Solutions Center at the Kellogg Co., remembers the buzz that surrounded interactive marketing when he first arrived at the company's headquarters in Battle Creek, Michigan, in 2011.
"The message was, 'Digital does work. It sells. It sells cereal. It sells snacks. It sells Pop Tarts … We had started to see the real value in investing in digital as one of our media touchpoints."
PHOTO CREDIT: Andrew Eitelbach/ANA
Life was so much simpler back then. "The only question was, 'Well, how...