Like others, marketing organizations are often asked to do more with less — primarily, growing share with reduced or flat budgets. Mondelēz is no exception. Is it fantasy to be able to think a brand can do that? No. It is possible through science — behavioral science. When applied, behavioral science is proven to influence a 10% to 30% increase in sales. In this session, we will share how this is possible. Through proven, real-world experiences with Mondelēz’s global marketing team, we will show how to get more performance from your existing marketing by optimizing the creative. We will also show how Mondelēz applied this thinking to create scalable and transformative growth throughout its organization. Attendees will learn:

• The criteria for creative effectiveness, and how to apply it today.
• The five steps to scale creative optimization through your organization.
• The metrics to align creative effectiveness to sales performance.