Gatorade's marketing moves beyond the "360 wheel"
Stephen WhitesideWarc
With a burgeoning slate of digital channels now supplementing the traditional media playbook, brands often feel compelled to extend campaigns across every touchpoint to maximize their potential reach.
But Lauren Fritts, Director/Global Marketing at Gatorade, the sports drink manufactured by PepsiCo Inc., believes adopting a tighter focus when appropriate may help marketers reduce their reliance on superficial 360-degree media plans and, instead, become truly fit for purpose.
"My team manages our integrated campaigns, and I think I've always been a bit of a prisoner to the 360-wheel: like you need...