Master brand plan: Arnott’s CMO Jenni Dill, Publicis Groupe CEO MikeRebelo on how Arnott’s lifted 10% sales growth across entire portfolio via market mix modelling, media benchmarking, creative testing, going large on TV – and won Ad Council’s Grand Effie
This podcast episode delves into the remarkable success of Arnott's master brand campaign, which was celebrated with an Advertising Council's Grand Effie award. The conversation features insights from Jenni Dill, Arnott's Chief Marketing Officer, and Mike Rebelo, CEO of Publicis Groupe, focusing on the strategic revitalization of the iconic brand under Jenni’s leadership, the significance of emotional connection in marketing, and the importance of robust measurement systems to demonstrate marketing's impact on business growth. The episode captures the journey of transforming consumer perceptions, innovating products, and achieving significant market success, all while emphasizing the enduring power of storytelling and brand investment in a rapidly changing market landscape.
