Unleashing creativity and innovation in our marketing teams!
As one of the world’s leading snacking company, we foster creativity and entrepreneurial spirit to accelerate growth. One way to do that is to partner with start-ups - a key source of learning and inspiration for us. Working with start-ups allows us to create an entrepreneurial culture that enables our teams to move at the speed of a start-up.
That’s why our Latin America marketing team launched “Digital Accelerator” – a new way of working that connects our marketing teams with cutting-edge technology startups to help grow our brands in the digital space. Born out of the Fly Garage, our LA idea incubator first implemented in Buenos Aires, Digital Accelerator was formally launched in 2015 in Brazil, Mexico and Argentina, and will soon be replicated in Colombia.
“Our desire is to continue accelerating growth by connecting our brands with people and promote a culture of entrepreneurial creativity in our teams,” says Maria Mujica, LA Marketing Strategy and Communications Lead, talking about the power of Digital Accelerator.
Our Digital Accelerator works in three stages. First, digital innovators, tech startups and new technology platforms are invited to pitch their platforms to our brand teams. Then our brands choose the platforms with which they’d like to work, and a project team emerges, comprised of both brand and startup team members. Together, they then work collaboratively for two weeks on a concrete and implementable plan. Finally, the teams present their projects to a regional jury, which selects the winning market cases. Each winning case receives funding and the ability to work on a project beta for up to eight weeks. Then, that beta is actually implemented locally, and if successful, it can be scaled up for regional execution across Latin America!
This year, Digital Accelerator sessions were held for a second consecutive year in Argentina, Brazil and Mexico, where a total of six winning projects were selected for implementation. And as you read this, several of the innovative outcomes from these sessions are being readied for their beta launches!
"Through this program, we’re learning to work together, understanding the value that each of us can bring to the table. And we’re changing the way we invest in media as we know our consumers are migrating towards the digital environment, so digital is where we need to be," said María.