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Campbell Taking Cues From Tech For Internal Changes

  • Digiday, Tuesday, November 10, 2015 8 AM

Campbell Soup Co. wants to emulate Silicon Valley. It has increased digital spend from 22% of its ad budget to just over 40% this year. In Campbell’s annual filing, it laid out plans to embrace digital marketing and e-commerce. Integrated marketing vp Yin Woon Rani, in this Q&A, says digital means mobile and its about following consumers. "Being connected to the millennial group is the big shift for us. It’s logical. We just need to move where the consumers are."

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