Mondelez International drives 'fearless' marketing innovation

This event report addresses how Mondelez International, the snacks manufacturer, is seeking to drive "fearless" marketing innovation.

Mondelez International drives "fearless" marketing innovation

Stephen Whiteside

Discussions of client-side marketing innovation, Dana Anderson admits, usually set a "low bar" when it comes identifying ideas which truly merit this description.

But as the SVP/CMO of Mondelez International – the manufacturer of brands such as Oreo cookies, Honey Maid graham crackers and Trident gum – Anderson works at an organization with an explicit agenda to be a "fearless" marketer, whether that means diving into ecommerce, forming new partnerships or replying to online critics of LGBT consumers by turning negative comments into an all-embracing message of love.

"The mantra in our...

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