Colgate-Palmolive’s Digital-Media Strategy Providing Competitive Edge
This article was originally published in The Rose Sheet
Executive Summary
Colgate allotted more than 15% of its ad spend in 2012 to digital media, which the firm has identified as crucial to staying competitive in key markets and reaching consumers in developing regions like India, where traditional ad platforms are less effective, Chief Marketing Officer Burton said at the Deutsche Bank Global Consumer Conference May 11.