Kellogg’s MD urges use of ‘science’ for marketers to establish a place on the board

Kellogg’s marketing director, ANZ, John Broome has pressed the case for marketers to adopt more science in their approach, and said he tracks the return on his campaigns to the dollar.

In the latest AANA Marketing Dividends show Broome reveals he is a strong advocate of the Ehrenberg-Bass theory, which he says helps him communicate the value and contribution marketing makes to the board.

“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 boardroom, we need to speak through that lens,” said Broome.