How Kellogg grounds its digital journeys in consumer insights

In this article, Jon Suarez-Davis, vice president, global digital strategy and North America media, at the Kellogg Company discusses why consumer insights play the primary role in shaping its digital strategy.

How Kellogg grounds its digital journeys in consumer insights

Geoffrey PrecourtWarc

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...

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