InsightsAdidas: “Stop optimising ‘the sh*t’ out of marketing”

Adidas: "Stop optimising 'the sh*t' out of marketing"

Adidas' director of global brand strategy, Stefanie Knoren, had some wise and...direct words of advice for marketers at a Forrester forum in London this week.

Adidas’ director of global brand strategy, Stefanie Knoren, had some wise and…. direct words of advice for brands, at a Forrester forum in London this week:

“It is not just about broadcasting and optimising the sh*t out of our marketing, that’s not going to cut it. Customers are expecting us to be good global citizens.”

Knoren admitted that this had been a challenge for Adidas which, like many of its rivals, has traditionally focused on product-driven marketing and ads.

She said: “Traditionally we would talk about product technology, like shoes having a certain technology that makes you run faster.”

Related Articles

The next generation of digitized airlines: Three brands on transformation in travel

Digital Transformation The next generation of digitized airlines: Three brands on transformation in travel

5m Chris Camps
How retailers and brands responded to Amazon Prime Day

Campaigns How retailers and brands responded to Amazon Prime Day

7m Al Roberts
You need quiet to plan strategy; here's how to get it

Insights You need quiet to plan strategy; here's how to get it

9m Ryan Phelan
6 critical steps to succeeding with Facebook Canvas

Insights 6 critical steps to succeeding with Facebook Canvas

11m Will Conboy
Q&A with Ad Students: Advice for marketers and analysts just starting out

Insights Q&A with Ad Students: Advice for marketers and analysts just starting out

11m Adam Singer
The ONLY lesson from every social media brand fail example ever

Insights The ONLY lesson from every social media brand fail example ever

1y Danny Goodwin
4 steps to getting ahead of the marketing personalization curve

Content Marketing 4 steps to getting ahead of the marketing personalization curve

1y Polly Alluf
Heavy discounts and post-Black Friday lull create challenges for retailers

Ecommerce Heavy discounts and post-Black Friday lull create challenges for retailers

1y Al Roberts