As consumer habits change in the post-COVID 19 world, one constant is that brands and agencies alike need to adjust their operational models. With the rise of retail media and shoppable channels, holistic planning and measurement have become more important as we try to unify success metrics across categories and retailers. Brown-Forman has been leading this charge as it has grown it's Integrated Marketing and Communications (IMC) team closer to it's E-Commerce team. Hear how this new working model has fueled continued growth of Brown-Forman's brands, and how it is future-proofing it's organization. Attendees will:

• Learn the benefits of holistic brand planning.
• See how to bring measurement together for national and e-commerce.
• Learn the hurdles and benefits of bringing IMC and E-Commerce teams together.