Jessica Goodfellow
Sep 30, 2019

Kraft Heinz: let’s measure digital advertising on brand value rather than cost

Kraft Heinz marketing head argues that conversations on digital advertising are too concentrated on cost rather than impact to brand, and that agencies need to step up

Agencies are growing increasingly frustrated at brands that are not prioritising investment in brand safety measures, but they are pitching the problem wrong, according to Kraft Heinz APAC head of marketing and innovations Roshni Chatterjee.

Speaking on a panel at Spikes Asia, Chatterjee argued that agencies should stop talking about digital advertising issues such as brand safety, fraud and viewability as a proportion of a brand’s budget, and instead shift the conversation to value and...

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