Nestlé's three pillars of digital success
Stephen WhitesideWarc
As the world's biggest food and beverage manufacturer, Nestlé produces 10,000 products in support of a stable of 2,000 brands that collectively sell 1.2 billion units every day in over 190 countries.
Unsurprisingly for a company of that scale, it possesses extremely ambitious targets when it comes to tapping the new-media platforms currently reshaping the communications ecosystem.
"We set a very aggressive agenda, and some initially thought we were crazy," Pete Blackshaw, Nestlé's global head/digital and social media since 2011, told delegates at the Advertising AgeDigital Conference 2014....