- Responding to constant disruption
- Sticking to the five marketing principles and their business impact
- Adopting a holistic measurement strategy to future-proof marketing plans
Recorded at the Festival of Marketing 2022
Customer Story
Evolve Your Brand in Times of Change
We sat down with Zoetis and Samsung to discuss the everlasting marketing truths that remain despite disruption, and how brands can adopt innovative marketing techniques to withstand our unprecedented ecosystem.
#1
00:04:47
Cookie Depreciation
#2
00:08:45
Brand Building
#3
00:16:00
A Full Funnel View Is Critical
#4
00:18:38
Brand Trust
#5
00:20:32
Testing For Success
Hear how Samsung and Zoetis have adopted innovative marketing techniques to drive the best business performance by:
We take the principals that we know have worked from previous campaigns or our core marketing theory. We’ll apply that, and then we will do some rapid testing. We do a small scale pilot and if it works we’ll scale it up. And then we try to build some kind of playbook or tool kit that helps us define what we know works or doesn’t work in a market…and if you just keep doing small scale pilots, test and then scale up, that seems to be the most efficient way for us to do it risk free, and in a relatively controlled environment.
Natalie O’Keeffe
Director Digital Strategy & DTC Marketing, Int’l.
Kevin O’Farrell
AVP, Analytic Partners
Natalie O’Keeffe
Director Digital Strategy & DTC Marketing, Int’l., Zoetis
Justine O’Neill
Sr. Director,
Analytic Partners
Ian Noakes
Formerly Head of Marketing Strategy, Planning and Effectiveness, Samsung
