How Nespresso's shift to programmatic informs all aspects of its marketing

This event report explores, Nestle-owned coffee brand, Nespresso's shift to programmatic and how a technological advance has prompted a significant review of the commissioning and development of its digital marketing programs.

How Nespresso's shift to programmatic informs all aspects of its marketing

Emily Barley

"Programmatic is really a disruption in that it's challenging us to think in a really different way to how we're used to thinking," said Sophie Dufouleur, content and social media group manager at Nespresso. "For me it's not about disruption of the media industry - which it is - but disruption of the advertising industry," she added.

She was addressing an audience assembled in London for the Get With The Programmatic conference, hosted by Marketing Week and Econsultancy, in September 2016.

The scale of the challenge the...

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