Pam Forbus (Pernod Ricard North America) | Data is the Key to Being Consumer- Centric
The CMO Podcast
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Building Brands in a Bar
Having the CEO sponsorship of the work was really important. I did find Pernot in the US and beyond really open and very curious, which mattered to me. So we know if you're a low awareness brand, how to show up,. If you're a high awareness brand,How to show up is very different. We architect the path to purchase touch points. And more importantly, we gave the budget in envelopes in those touch points. so your strategy is only as good as how you spend the money against that strategy. This is the amount of money you get for this touch point and this brand and go execute the play, media to shelf."
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