It is marketing’s responsibility to think ahead and lead the charge, while everyone in an organisation is accountable for growth, Mondelez International’s managing director Australia/New Zealand, Amanda Banfield, has said in the latest episode of the AANA’s Marketing Dividends.
In the video, Banfield outlines the company’s strategy in building innovation partnerships to accelerate faster across analytics, ROI, digital and social media. The company has built an innovation centre in Melbourne.
Mondelez has been operating its ‘Mobile Futures’ program over the last six months, partnering with five start-ups to explore new mobile technologies as marketing tools.
“It has been an amazing experience for our marketers to actually work with entrepreneurs who think completely differently. For example, in the space of mobile marketing, it’s actually opening the marketers’ eyes to what’s going on out there and how fast it’s changing,” Banfield says.
She explains how the Mondelez team explores ways that innovation can lead to growth as part of each category’s three-year growth plan.
“Marketing is the part of the organisation that will lead the business and make opportunities come to life.”
Watch Banfield on Marketing Dividends, courtesy of the AANA YouTube channel.