The media transformation of Electrolux

Marty Carroll, Global VP Digital Marketing at Electrolux Global, explained how the appliance manufacturer implemented a global media transformation programme.

It’s been less than 12 months since Electrolux embarked on its media transformation programme, a major feat given the business spends around 30% of its marketing budget on media.

Speaking at the Programmatic Summit in Sydney, Marty Carroll, Global VP Digital Marketing, Electrolux Global, explained how the business began the shift.

“Last year we brought together different people from across our organisation and different geographies for a pretty intense session where we looked at how we conducted our media, managed our media [and] brought our media right across the world. We realised that we have some gaps,” he said.

Electrolux...

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