Mondelez International drives "fearless" marketing innovation
Discussions of client-side marketing innovation, Dana Anderson admits, usually set a "low bar" when it comes identifying ideas which truly merit this description.
But as the SVP/CMO of Mondelez International – the manufacturer of brands such as Oreo cookies, Honey Maid graham crackers and Trident gum – Anderson works at an organization with an explicit agenda to be a "fearless" marketer, whether that means diving into ecommerce, forming new partnerships or replying to online critics of LGBT consumers by turning negative comments into an all-embracing message of love.
"The mantra in our...