ConAgra welcomes change, new programmatic ecosystem

Geoffrey Precourt

This event report details how ConAgra, the US food manufacturer has rethought its marketing ecosystem, moving away from TV-first, to a more nuanced, programmatic, ecosystem.

ConAgra welcomes change, new programmatic ecosystem

Geoffrey PrecourtWarc

"We're going through a climate of change," confesses Heather Dumford, Marketing Director at ConAgra Foods. A new CEO is in place at the company, as is a new Chief Growth Officer. After more than 50 years as an Omaha, Nebraska-based enterprise, the firm has also moved its headquarters to the Merchandise Mart in Chicago.

Moreover, as young consumers become increasingly health-conscious – a "huge evolution" – every food company has to adjust the way it brings products to market. For ConAgra, that change has exerted a powerful impact on its media...

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