How Kellogg grounds its digital journeys in consumer insights

Geoffrey Precourt

The Kellogg Company is a 107-year-old multinational food manufacturer and marketer trying to do the same thing companies younger and older, larger and smaller are trying to do: in a media ecosystem so rich with options, understand what comes first.

At the Association of National Advertisers' (ANA) 2013 Media Leadership Conference in Miami, Florida, Jon Suarez-Davis, Kellogg's vice president, global digital strategy and North America media, posed this question with an acronym: "SMIT: What's the Single Most Important Thing we need to do to maintain a sustainable competitive advantage?"

The occasion for the query: a Kellogg board meeting had offered the digital marketing team its full support. But with that support came the challenge of enhanced expectations: "What's our true north? What capability must we excel at to effectively and efficiently steward our media investment and fuel brand growth?"