Revamped Marketing Strategy Introduced by Mediahub, Media Outlet of Post Organization
Post Consumer Goods Shifts Gears with New Media Strategy
Post Consumer Goods, the company behind beloved brands like Fruity Pebbles and Honey Bunches of Oats, has announced a significant change in its media strategy. The media review process for the company's brands began approximately four months ago, and it was conducted internally without involving other media agencies.
The new strategy aims to future-proof Post Consumer Goods' media mix by adopting integrated, data-driven, and omnichannel marketing approaches. This shift emphasizes personalized, timely, and relevant content delivery across multiple platforms, ensuring consistent and seamless brand experiences. The company will leverage AI and social listening tools to tailor messages based on customer insights and behaviors.
IPG's Mediahub has been appointed as the new media agency for Post Consumer Goods, taking over media duties from Publicis' Spark Foundry. Mediahub's role involves integrating paid, owned, and earned media channels, deploying influencer collaborations, and creating viral content to foster authentic customer engagement and build anticipation around products or campaigns. Their ability to unify messaging across different formats and media will ensure brand consistency while adapting to rapidly changing consumer behaviors and technological trends.
Claudine Patel, the new CMO of Post Consumer Goods, has stated that changes are ahead for the brand. While the exact nature of these changes is not detailed, it is expected that they will be driven by a focus on future-proofing the media mix. The company is also planning to make significant reductions in its linear TV spend, although the reason for this decision is not mentioned.
Spark Foundry declined to comment for this story, and the details of why they did not participate in the defense of the business during the media review are not provided. The timeframe for the implementation of these changes is not provided either.
The media investments for Post Consumer Goods are estimated to be between $25 million and $35 million. Despite the change in media agency, it is unclear whether this will impact the company's overall marketing budget. Those familiar with the review shared this information with Adweek.
As Post Consumer Goods embarks on this new chapter, it remains to be seen how these changes will shape the future of its brands and their marketing strategies. The company's focus on future-proofing its media mix and leveraging IPG's Mediahub's expertise suggests a commitment to staying relevant and engaging with consumers in a rapidly evolving media landscape.
Post Consumer Goods intends to future-proof its business by adopting integrated and technology-driven media strategies. This shift includes investments in artificial intelligence and social listening tools for personalized marketing.
Claudine Patel, the new CMO, has mentioned that these strategic changes will address the need to stay relevant in the rapidly evolving media landscape, with a focus on engaging consumers effectively.
