It is no news that digital is changing the way companies do business. however, many companies still struggle with the question "How do we transform? How do I adapt from an offline to an online world? The barriers vary from mindset, people skills, investment, capabilities, among many others.
Looking from a marketing point of view, RB is reinventing how mkt campaigns talk to consumers, from a massive communication with one single asset, the famous 30 seconds copies, to a targeted, integrated and contextual based approach, with different assets to different clusters.
The journey for this included several interventions. From an organization standpoint, both the agency and the company media team changed. Talking about capabilities, we took advantage of Google platforms and started using programmatic media and insights. And last, as the key intervention point, was the implementation of an in house agency, with almost 20 people combining digital creators, business Insights leaders, media traders and project owners. This brings big agility to the media team and allowed real time decisions.
This is speeding the transformation and improving performance for all our brands.