How Colgate-Palmolive rebuilt audience-engagement function
"Everybody knows Colgate toothpaste," admitted Mindel Klein Lepore, Worldwide Director/Global Digital Marketing at Colgate-Palmolive.
But even if brand awareness is not as much of a problem as it might be for a category challenger, Colgate does have its own set of obstacles. For one, it's a truly global brand: "We actually sell only 20% of our worldwide value [sales] here in North America," Lepore said at the Association of National Advertisers' (ANA) 2016 Masters of Measurement Conference.
"But we have a very high penetration. And in order to maintain that penetration, and...