How Colgate-Palmolive better aligned retail media with brand
Colgate-Palmolive has been taking a “full funnel mindset” approach to retail media by restructuring its marketing teams and allocating seperate budgets despite being on a “relatively new” journey.
Colgate-Palmolive has been on a mission to “design the right organisation” by closer aligning its retail media activity with brand marketing through restructuring its marketing teams.
Speaking at the Data & Marketing Association’s (DMA) data conference this week (13 March), Colgate-Palmolive’s senior director of consumer experience for Northern Europe, Rob Marcus noted the company has been “continually evolving” its mindset around retail media.
