Tamara Howe, Kellogg’s new CMO aims to lift share of snack food and extended breakfast
Kellogg’s new chief marketing officer, Tamara Howe, has pledged to bring marketing closer to the commercial and sales sides of the business as she sets in place her plans for the brand in 2016.
She also revealed the company has begun looking for an agency to handle its “dynamic creative”.
Speaking for the first time since she was appointed to take over from former CMO John Broome, who has joined Unilever, Howe said that there was tremendous opportunity to grow into new sectors such as snack food and continue to build the consumption of breakfast foods across the entire day.
“I’m really enjoying it. I’ve been at Kellogg’s for a long time so I really enjoy the company and the brand and the people and the business,” Howe told Mumbrella.
“She also revealed the company has begun looking for an agency to handle its “dynamic creative”.
What does that mean for J Walter Thompson, Mindshare, VML and Liquid Ideas? It’s not clear whether it’s a roster shakeup or specialist additions.
So sales are poor. And the holy grail is more shopper marketing or thousands of banners no one will care about. Not exactly inspiring is it….
“Dynamic creative” I wonder who will look after the “static creative”?
What do we know about Kellogg? Well, its pretty corny, anyone who gets their advertising wrong, will be deemed a “cereal killer,” chew bars and other grainy snacks are passe, the fiber and healthy grains message is in its dotage, and most people are by now aware that “no name” is just another form of labeling.
I wish them well, but I fear that the golden gays of the golden breakfast cereal, that once brought “the best to you each morning” are well and truly over.
Golden gays was not a Freudian slip, it was a simple typo for ‘Golden days’
Good luck to Tamara.
Sales & Marketing are supposed to have a level of conflict. It keeps them both honest.