Embedding creativity at Danone

Brian Carruthers

French food business Danone, now an entreprise à mission, is taking a systematic approach to creativity across all its brands.

When Danone, the French-owned company whose interests span dairy, waters and specialised nutrition, recently changed its status to entreprise à mission, or a purpose-driven company, it wasn’t necessarily as big a shift as it might at first seem.

More than 25 Danone subsidiaries are already B Corps, including the North America division, which is the biggest B Corp on the planet, according to Patrick Neyret, Danone’s global director/purposeful brands and marketing transformation. “Today, the sum of our B Corp subsidiaries delivers over 40% of Danone’s business,” he told the Effworks conference (October 2020).

But the new designation does...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands