Kellogg's marketing chief: Marketers in charge of delivering sustainable business growth

A/NZ marketing director, John Broome, shares how he's deploying more scientific approaches to marketing at the FMCG brand in latest AANA Marketing Dividends program

John Broome, Kellogg's
John Broome, Kellogg's

Gaining the c-suite’s trust and respect comes down to marketers delivering on what they promise and leading long-term growth, Kellogg’s marketing director for A/NZ, John Broome, claims.

Speaking about marketing’s contribution to growth during the latest AANA Marketing Dividends episode on Sky News TV, Broome said marketing holds two roles at Kellogg’s: One, to continuing to build the brand, and two, to drive innovation and growth for the future.

He noted the brand’s own global marketing leader, who holds the title of “chief growth officer”, is a reflection of the much more holistic and commercial approach to growth expected today across the organisation.

“The marketing within the c-suite is the one person that the rest of the... leadership team will look to provide that future direction for the business,” Broome said. “Marketing has a great opportunity to step up to this challenge.”

Marketers increasingly need to look at what levers the business can pull to drive growth sustainably for the future, Broome said.

“Short-term growth is relatively easy; having a plan and knowing what your destination is going to be, and providing sustainable, profitable growth is the real challenge,” he said. “Did we deliver what we promised? It’s the simplest and easiest way of answering that question [of commercial contribution]. Of course there are mechanisms and processes sitting behind that simple answer, but at the end of the day it comes back to accountability of the marketer.

“The c-suite will trust marketing when they deliver what they promise.”

Tools being used to gauge marketing’s commercial impact at Kellogg’s include econometrics and market mix modelling, as well as equity tracking.

Broome also detailed how Kellogg’s is actively embracing a more scientific approach to marketing by drawing on the Ehrenberg-Bass Institute’s mathematical capabilities. Marketers have to become business advocates and look “through the lens of economic thinking”, he said.

“Ehrenberg-Bass actually is the language of the c-suite. It does lean more towards the scientific, empirical, economic language that lends more credibility in the board, we need to speak through that lens,” he said.

Related: Not all big data is created equal, warns Ehrenberg-Bass Institute scientist

Read more: CMO50 #26-50: John Broome, Kelloggs

Across the marketing mix, Broome added that he must divert 80 per cent of his efforts to reaching as many people as the brand can.

“Breakfast cereal and indeed, snacks, are repertoire categories,” he said. “We have to reach as many of our light users as we can. There are many, many more light users out there than there are loyal users. We have to reach all of them in order to sustain the business.”

Read more

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in