Personalization drives performance, with 89% of marketers seeing a positive ROI when they use personalization in their campaigns. General Mills, a storied brand with a century-long history, has continually adapted its marketing approach to evolve with the shifting landscape including the adaptation of personalization tactics – encountering many opportunities and challenges alike.  

In this workshop, hear from Jay Picconatto, Vice President of Advance Marketing Solutions at General Mills, who will share how to create a durable, defensible positioning strategy and Risa Crandall, Senior Vice President of CPG Strategy and Sales at Aki Technologies, to explore how marketers can foster agility with the best use of personalization. Discover how General Mills has modernized marketing approaches across its 45+ brands by mastering data-driven marketing and adapting media to the moment and how their insights are a guide for brands looking to meet consumers in pivotal shopping moments.