Hasta La Creative!

It’s no longer just the bright shiny object of marketing: Digital is fast becoming finance’s silver bullet. Marketer after marketer has been telling Wall Street that while they may be cutting, or at least controlling, the growth of ad spending overall, they are still getting the same or even more bang for their buck, thanks to the miracle drug of digital media.

Mattel, Darden Restaurants, Heineken, Clorox, Big Lots and Burlington Stores have all talked about hiking digital spending on recent investor calls. But it’s consumer packaged goods executives, once viewed as laggards of the digital revolution, that have jumped on this bandwagon particularly hard. Unilever, Procter & Gamble Co. and Kraft Foods Group have in recent quarters said digital accounts for 20% to 35% of their total media or marketing outlays.

That puts some of them beyond the global average of 24% of media budgets now going to digital estimated by ZenithOptimedia — effectively making them canaries in the coal mine of digital-media effectiveness.

Continue reading at AdAge.com