The media universe is becoming more complex, and advertisers are striving to capture mind share and raise brand awareness. But as the media universe grows more fragmented, it is becoming more difficult for brands to remain top of mind and capture long-term loyalty.
This is a common challenge that Mondelēz International faces in engaging consumers on a global scale. After all, in today’s omnichannel universe, “simply pushing advertising or content to consumers won’t work anymore,” said Josep....