Programmatic on the rise at Kelloggs but executive warns of risk to creativity

Programmatic marketing now makes up more than half of Kellogg’s digital budget which itself is now on a par with its spend on more traditional forms of advertising, a senior company executive has revealed.

But despite the increasing focus on digital, Aaron Fetters, director of KNA Insights and Analytics at Kellogg’s, said the term digital marketing is being phased out at its US head office.

Speaking at an Association of Data Driven Marketing and Advertising conference in Sydney this morning, Fetters said the term is redundant in a world where so many aspects of day to day life is digital.