Anindya Dasgupta, global CMO at Fonterra, tells us how agencies are failing to evolve as quickly as the market and need to invest in analytics to prove ad dollars are invested wisely.
HONG KONG – As consumer behaviours change, Anindya Dasgupta, global chief marketing officer at Fonterra, sees that old marketing concepts are disintegrating and that new ones are taking their place. For marketers, being bold with brand content is just the start.
AUCKLAND - Fonterra Co-Operative Group has appointed Anindya Dasgupta to the role of global chief marketing officer, consumer brands, effective 12 October.
HONG KONG - Fonterra has developed a digitally led advertising campaign for its Anmum pediatric milk powder brand that elevates the product positioning from solving nutritional needs to enhancing cognitive functions.
VIETNAM - Fonterra Brands Vietnam, through BBDO, is introducing a milk product for early pregnancy, Anmum Materna Concentrate, with a charmingly chilled 'guess what?' moment between a wife and husband.
BRAND HEALTH CHECK: Contamination scandals are affecting not only Fonterra, but the New Zealand brand itself, which relies on its image of pure untrammeled beauty for tourism and trade.
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