MIAMI-When Cambell Soup Company put its huge creative and media account into review last year, it didn\u2019t seek the usual \u201cspec creative\u201d from contenders. Unlike when the company hired BBDO back in 1954, Campbell was looking for a partner to help it navigate \u201cthe pace and complexity of change.\u201d<\/p>\n

Last month, Publicis Groupe was awarded Campbell\u2019s U.S. retail work, Canadian and Asia-Pacific creative, along with its digital, technology and consumer promotion business plus media planning and buying globally, as Advertising Age reports<\/a>. \u201cIt was not about spec creative,\u201d says Yin Woon Rani, VP, Integrated Marketing at Campbell. \u201cWe didn\u2019t ask for any creative work. It was really about who can help us harness data, turn it into creative insights and deliver it with craft.\u201d<\/p>\n

In this interview with Beet.TV at the 4A\u2019s Accelerate<\/a> conference, Rani explains the benefits and challenges that \u201cgiant lakes of data\u201d pose for multi-brand, packaged-goods marketers and how they must balance broad reach with granular targeting.<\/p>\n

\u201cI think the biggest hallmark of the marketplace today is the pace and complexity of change,\u201d says Rani. \u201cSo I think most marketers are looking for true partners that can help marketers navigate that change, not be fighting it anymore.\u201d<\/p>\n

Campbell was looking for \u201cthe right operating model to help us compete in the future,\u201d she adds.<\/p>\n

CPG brands don\u2019t always have first-party transaction data to inform their strategies, so Campbell sought to become more thoughtful about how it partners with existing data and retail partners and how it uses proxy data. To Rani<\/a>, the most important thing was to be \u201cclear about what decisions we\u2019re driving to, not just gathering all data in the world in these giant lakes and then sort of like fishing basically, which is what sometimes the industry I think is a bit guilty of.\u201d<\/p>\n

When you have a portfolio of brands, you have a portfolio of audiences, according to Rani. \u201cAnd frankly, in many ways we know television is still the most efficient way\u201d of achieving brand objectives. In addition, \u201cequally legitimately, there\u2019s a role for much more targeted either by audiences, by product or within a big product.\u201d<\/p>\n

So Campbell doesn\u2019t see mass and targeted as an either\/or choice. \u201cWe see it as kind of an and proposition, based again on business goals.\u201d<\/p>\n

The company\u2019s media plans \u201chave tilted very heavily to video across screens,\u201d says Rani, who welcomes the advancements being made in television targeting. \u201cWe\u2019re excited to see it essentially catch up to the digital world, hopefully with less of some of the digital ecosystem issues that we\u2019ve seen along the way.\u201d<\/p>\n

In the \u201cbattle for attention,\u201d Campbell like other marketers experiments with \u201clots of different\u201d copy lengths.<\/p>\n

\u201cWe don\u2019t over rely frankly, on the traditional thirty-second thing as our starting place. We start with what\u2019s the most important part of the plan. The thirty-second commercial has a role, but it\u2019s not always the most important part of every plan anymore.\u201d<\/p>\n

This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB\u2019s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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