Mondelez strategist challenges 4A's Strategy Festival to light creative fires

This event report explains how brands and agencies can overcome the commoditization of marketing, based on the views of Eliza Esquivel, vp/global brand strategy at snacks group Mondelez International.

Mondelez strategist challenges 4A's Strategy Festival to light creative fires

Geoffrey PrecourtWarc

Is anyone paying attention to the commoditization of marketing?

According to Eliza Esquivel, vp/global brand strategy at snacks company Mondelez International, "'Creative' is everywhere and losing value fast."

And the most egregious offender? "Branded content," she insisted, comparing the process of making ads in 2014 to the manufacturing mindset of China in the 1990s, when companies aggressively pushed through products in the belief, "We can make a bunch of bad plastic widgets and it doesn't matter, because people will buy them anyway."

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