Hasta La Creative!

Marketers’ approach to consumers has changed completely since Ram Krishnan, senior VP and CMO of Frito-Lay North America, entered the business, Mr. Krishnan said at the second day of Ad Age’s Digital Conference in New York on Wednesday.

Pam Kaufman, CMO and president of consumer products at Nickelodeon, took that further: The relationship with consumers is changing every 20 days, she said.

But, or because of all those changes, the key to the best possible consumer experience is teaching employees about the brand, the CMOs said. Other possible solutions ranged from internal marketing to appointing a chief experience officer to help guide the consumer experience.

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