Mondelez International follows the "Miley Cyrus Rule"
Stephen WhitesideWarc
As digital and societal change take a wrecking ball to traditional marketing models, Mondelez International is relying on an unlikely branding guru to provide clarity and inspiration.
"We call this the 'Miley Cyrus Rule'," Dana Anderson, SVP/CMO at Mondelez International – the owner of Oreo cookies, Cadbury chocolate and Trident gum – reported at VentureBeat's Marketing.FWD Summit 2016.
"This is how I want you to think about the 'Miley Cyrus Rule': When you think you know how it's going to be, think of Miley. Because big packaged-goods companies who have...