Johnson & Johnson adopts "ambidextrous" marketing

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.

Johnson & Johnson adopts "ambidextrous" marketing

Stephen WhitesideWarc

Alison Lewis has a new formula for brand custodians struggling to come to grips with the rapidly-changing marketing ecosystem.

More specifically, the Chief Marketing Officer for Johnson & Johnson Consumer Cos. believes that grasping the opportunities presented by digital technology will require marketers to think like 10% of the population forced to adapt to an environment that clearly is not engineered for their needs.

"Johnson & Johnson … grew up in what I call a 'right-handed world'," Lewis told an audience at the Association of National Advertisers' (ANA) 2016 Masters of...

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