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

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Very rarely have I come across views so true. There are so many gems in this article, reflective of reality, onec can read it again and a...

Shyam Mishra

ANZ digital chief: Tackle the ‘frozen middle’ of your organisation or face irrelevancy

Read more

STOP STEALING BUISNESS CLASS TOILETS from A380, new 787's and A330's!!!!Thats what you call customer experience ONE toilet for all Busine...

Joe

Qantas CMO: What it's taking to evolve our customer experience

Read more

Dare i suggest that a "CEO" role in a peak industry body like Think Brink is not really much of a leap from CMO because it is also a mark...

Sventana

CMO to CEO: Think Brick chief reveals what it takes to make the jump

Read more

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Latest Podcast

More podcasts

Sign in