Data as a means to move products off the shelf.
They needed a strategy to use first-party and second-party data in a global media activation.
Short term: A data strategy using 2nd party retailer data to improve media results. Long-Term: Building of a 1st party data asset to further improve media results and ROI.
A shift from mass marketing to an addressable and personalized ad experience. Their goal is geared toward getting product off of shelves (vs. a previous focus upon getting product onto shelves)
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