Why Trusted Collaboration and Agile Teams Ensure Business Success
November 23, 2015
As part of the special event PSFK co-hosted for Mondelēz and Oreo, PSFK’s Director of Research & Strategy, Scott Lachut, moderated a group panel with the trusted partners who Mondelēz collaborated with when bringing their new Oreo Colorfilled Campaign to life. The diverse group of panelists gathered to discuss a vision of the new consumer and the highly customizable market.
Shalini Agrawal from 360i, in charge of overseeing and implementing the Colorfilled Campaign’s media strategy, said:
“Because of our mobile phones, people expect more personal experiences. Walking around with a personal computer every day makes you expect your news to be personalized to your interests, you expect to log on to Facebook and you expect the stories to be relevant to you, so it really makes sense that brands start taking that lead and making personalized experiences for people as well.“
Since large companies traditionally do much of the innovation internally, Oreo’s Colorfilled process—to bring in and welcome partners with various competencies—is unique. John Gibson of The Martin Agency and Vice President and Planning Director for Oreo explained leveraging the company’s unifying mission to unite divided and autonomous team members:
“One thing that’s important is we have a really pointed and powerful creative mission for the brand which is to let wonder loose in the world. That intent has always been there and we’ve always talked about the possibilities of how it can affect every different touchpoint, from packaging to product—now, actually seeing it happening, is super exciting.”
The panel discussion also touched upon the difficulty of taking an idea off of the drawing board and implementing it in the real world, as well as the lessons that panelists will take with them into their next collaboration. Doris Brown-McNally from HP stated: “What I learned is that you have to challenge the talent within your organization to take on new roles, spread their wings and try on new things. From that state of discomfort and newness, ideas and innovations come.”
Mondelēz and partners collaborated in creating the Oreo Colorfilled experience that lets snack-hungry cookie fans customize their Oreo packaging to include speciality illustrations and personalized messages in a variety of colors and have Oreos delivered to their doorstep.