Krinio Christaras, Head of Consumer Experience MENAP, Mondelēz International.I have lost count of how many times I have heard that marketing is broken. Usually, it comes up in conversations about declining effectiveness, rising costs, or the latest platform that is supposed to change everything. But from where I sit, leading consumer experience across multiple markets, the problem isn’t marketing itself.
The fundamentals still hold: understanding people, creating ideas that resonate and showing up in the right moments.
What’s changed is everything around it.
Most organisations are still built for a world that no longer exists: a world of neat campaign cycles, long planning timelines and clearly separated functions, with data in one place, content in another media
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