“We have a very strong structure of how we train people with beliefs in how you look after brand identity. And that kind of process goes right through to how we test work. How we analyze and evaluate it is the same in every single market. So, we have a really good basis of data that will tell you, whichever market you’re in, whether it’s good work, or just average work,” he explained.
Creative testing has shifted within the team over the past couple of years, he went on to say, with the viewpoint on testing to others having become “a hurdle” to decide whether a campaign runs or not, which doesn’t engender good creativity.
“We test of learning,” said Seymour. “It is a real belief we have put in the organization that it’s about learning what you can.”
The company works with a variety of external agencies to test work, although they all follow Mondelēz’s set global methodology, which outlines what it thinks good looks like. As an example of the growing importance of testing, he cited a planned Easter campaign for Milka, which initially scored 81 out of 100 before being reworked to follow testing remarks, most recently scoring 87.
Those scores are compiled into an internal database of “consistent measures” that are used to judge each piece of work.
Another measurement of success is industry awards. Last year, the team won seven awards at Cannes Lions for its Oreo’s Xbox “Cheat Cookies” activation. That was followed up by a Pac-Man/Oreo collab that was also released at the start of the year.
“Across digital and traditional media, the key metrics for success are the same: attention first, coupled with strong positive emotions,” said Worfolk Smith. “Those emotions make us remember the creative, and that is what makes people go on to buy, either immediately or later. As Dan Weiden once said: ‘Just move me, dude.’”
ESG regulation compliance
Another growing area of concern for marketers across all businesses it how they ensure that their communications around their environmental impact comply with regional environmental, social and governance regulations, while avoiding being labeled as “greenwashing”—an issue across Europe that is now being heavily scrutinized.
According to the “Snacking Made Right” report released by Mondelēz in 2022, it is working toward operating in a more sustainable way, with 2025 goals including sourcing more sustainable ingredients, helping to reduce climate change, improving packaging, advancing DEI (diversity, equity and inclusion) initiatives and supporting customers, colleagues and communities.
How Mondelēz accurately features the results of reaching these goals within its external communications will be something the marketing team will be charged with ensuring.
