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The Organizing to Win panel gave everyone a look behind the Taco Bell brand and engagement strategy. On stage were Amy Kavanaugh, VP Public Affairs & Engagement, Taco Bell and Juliet Corsinita, Senior Director of Media, Taco Bell.
Taco Bell set out to be the most relevant brand in the world. Below is how they work internally to make it happen:
First, integrate and collaborate. They truly put the consumer first understanding they do not differentiate between screens, they don’t differentiate between Paid, Earned and Owned. Taco Bell created a Fish Bowl, newsroom environment to bring together all stakeholders to look for a signal and work together to help their customer understand why they are so relevant. “Live Mas Live” is what they call this platform.
Second, be relevant in the Moment. The Taco Bell customer or “friend” is an explorer and Taco Bell knows what drives them. “They view access to our brand as currency”, says Kavanaugh.
Third, authenticity rules. This team strives to always be uniquely Taco Bell. That means talking to their customer like they are their friend. Don’t turn off, listen and be prepared to respond with something valuable.
Lastly, measure and optimize. Make decisions based upon testing and learning. Identify the attributes to best inform the decision-making process.
Today’s New Front live-blogging was done by Digitas’ Amie Green. For more insights from Amie – Follow her on Twitter @Smit