Pushing the Envelope

Todd Wilkinson

Senior vice president and chief marketing officer of General Mills, Mark Addicks, is interviewed about how General Mills brands now inhabit the social media space.

Pushing the Envelope

Todd Wilkinson

CMO Mark Addicks makes General Mills brands part of the new social network

Mark Addicks, senior vice president and chief marketing officer at General Mills, dwells in a landscape populated by iconic figures that some regard as culinary superheroes. There's Betty Crocker, now Tweeting and blogging fashionably as a savvy millennial mother and wife. Next to her, standing Bunyanesque, is the Jolly Green Giant, and bouncing along, never far away, is the roly-poly Pillsbury Doughboy. Together they stride forth, energized by General Mills’ signature consumer engagement approaches.

Addicks’ working mantra is simple: to effectively navigate...

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