Pam Forbus (Pernod Ricard North America) | Data is the Key to Being Consumer- Centric
The CMO Podcast
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How Many Centers of Excellence Do You Have?
I looked into the marketing model, what it was and where I thought we needed to go based on the path to purchase learnings we had. A lot of our investment was not in media. It was in experiential touch points. So COVID helped us right size that but we've maintained that spending in media but a lot of it's digital. And that experience at Disney really helped there. But also seeing some really great cultural work done by some of our competitors and how we were doing it poorly. We really upped our game with experts in culture whether it's Asian, Black or Urban. This is where we want to build competitive advantage.
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