Global CMO Aude Gandon is shaking up Nestlé’s marketing function. With change in the wind Antonia Farquhar, Head of Media, Content and Data, is swapping Sydney for Switzerland and the global media gig. She’s overseen a strategic shift in Nestle’s first party data push and launched its first retail outlets globally – and if local KitKat sales are anything to go by, Byron Sharp’s theories around mental availability are on the money. Farquhar has also honed personalisation strategies via direct-to-consumer channels and while she’s a big platforms proponent, thinks digital marketers neglect ‘legacy’ media and full funnel strategies at their peril. This year, Farquhar also launched a hybrid in-house agency; it’s fast and smart but Nestlé has no plans to take big, “polished” creative duties away from ad agencies just yet. 

Global CMO Aude Gandon is shaking up Nestl&eacute;&rsquo;s marketing function. With change in the wind Antonia Farquhar, Head of Media, Content and Data, is swapping Sydney for Switzerland and the global media gig. She&rsquo;s overseen a strategic shift in Nestle&rsquo;s first party data push and launched its first retail outlets globally &ndash; and if local KitKat sales are anything to go by, Byron Sharp&rsquo;s theories around mental availability are on the money. Farquhar has also honed personalisation strategies via direct-to-consumer channels and while she&rsquo;s a big platforms proponent, thinks digital marketers neglect &lsquo;legacy&rsquo; media and full funnel strategies at their peril. This year, Farquhar also launched a hybrid in-house agency; it&rsquo;s fast and smart but Nestl&eacute; has no plans to take big, &ldquo;polished&rdquo; creative duties away from ad agencies just yet.&nbsp;

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Sugar hits and substance: Nestlé’s new global media chief heads for Switzerland armed with data, DTC, in-housing and personalisation strategies honed in Sydney

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