Business questions are growing tougher. Stakeholders want clearer direction. How do we give them what they want?
New approaches are needed. But how do we evaluate potential approaches, including implicit and behavioral methods? And, even if we find them, how do we sell such ideas internally and challenge the status quo?
We'll hear in-market examples of how to both adopt and adapt to new ways of doing things. Discover how the team at Mondelez has successfully driven growth and boosted return on marketing investment for Cadbury. We'll also discuss how to partner with suppliers to experiment with or co-create new techniques such as Brand Activation measurement, Implicit Psychometric Non-Conscious measurement, and Distinctive Brand Assets and Memory Cue Recognition. Plus, hear findings from interviews of more than 20 CMOs and senior marketing leaders.