ORRVILLE, Ohio – The J.M. Smucker Company has ushered in a new marketing model, “The Power of One,” aimed toward aligning its creative, media, data and technology resources to develop bolder campaigns and keep up with the fast-paced nature of modern consumers. The model is built on the foundation of collaborating both internally and with outside partners to anticipate and meet consumers’ constantly-changing needs.
"We have consistently embraced change when it makes sense for the long-term success of our business and our stakeholders. The introduction of the 'Power of One' model is the latest example of our ability to evolve and innovate to meet the needs of consumers," said Mark Smucker, president and chief executive officer, The J. M. Smucker Company. "The transformation of our marketing model, which enhances our ability to put the consumer at the center of everything we do, highlights our commitment to capitalize on opportunities for continued growth."
The three major changes Smucker made with the adoption of this new model were overhauling the company’s internal marketing model, introducing a more innovative model and partnering with Publicis Groupe, and investing in resources to expand consumer insights and data capabilities and embolden content.
To restructure the internal marketing model, many Centers of Excellence were consolidated into three teams to represent and support the company’s top three segments, coffee, pet food and snacks, and consumer foods. In the second big change, much of Smucker’s marketing business will be consolidated with Publicis Groupe, one of the largest communication agencies in the world. Publicis will assemble three teams of marketing professionals to support Smucker’s three major segments. Lastly, the company will invest in consumer insight and data analytics resources to broaden its understanding of the consumer market.
"These investments will allow us to leverage the latest technologies to power our first-party data efforts and introduce a new suite of insights tools, so our teams can make quick, informed decisions," said Geoff Tanner, senior vice president of growth and consumer engagement, The J.M. Smucker Company. "This is a significant endeavor and one we are confident will allow us to continue to best serve our consumers."
Read more about corporate strategy, financial performance, mergers and acquisitions in the pet food segment on our Business page.