In interviews at major CPG companies around the world, we asked dozens of marketing and growth executives about this new reality. Their answers were clear: fulfilling an ambitious growth mandate requires a marketing agenda that is far more sophisticated, predictive, and customized than ever before. It requires a different playbook with new approaches and tools that few have yet to fully master. While broad reach, powerful, resonant storytelling, and creativity remain critical, marketers now need to utilize data and analytics at scale to crack the code that enables more targeted and engaging interactions to shape consumer behavior.
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Over the past five years, there has been an explosion in the number of software tools available to marketers to help them work more efficiently, create smarter content, solidify consumer relationships, and measure their efforts. More than 8,000 solutions are now available in the market, up 125 percent since 2015. 3 3. MoffettNathanson US Advertising (2021).
Second, for the design component of the tech stack, many CPG companies say they lack an adequate digital asset management (DAM) platform. This makes it hard for marketers to easily access every version of the media and creative assets that have been created for a brand. It also inhibits streamlined content creation and management, which makes it difficult to standardize design elements across channels and to quickly and efficiently provide retailers and marketplaces with the specific content they need.
Morrison leverages the conceptual and critical skills of the idea industry to work on addressing social and cultural issues. She and other SOJC faculty members created Science & Memory, an experiential learning platform for stories of change around the complex issues of environment and climate change. The project has been awarded the University of Oregon Innovation and Impact Research Award in 2015, as well as a shortlisted film at New York's One Film Festival and multiple national Hearst and One Show creative awards. Students and faculty in the program bridge science communication, reporting, and creative projects to better understand how to engage audiences for climate action.
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