Thursday, November 30, 2023
“The secret behind our seasonal marketing campaigns.”
Could you please shortly introduce yourself? 😊
My name is Beata Antos, I’ve been working with MDLZ since January 2022 as Junior Brand Manager, being responsible for Milka seasonal products.
What do you like the most about your role?
The fact that you never get bored! I have my daily responsibilities, but you never know what challenges are waiting for you around the corner.
Brand management extends far beyond campaign preparations. Engaging in strategic work, analyzing data and market trends, participating in diverse projects – all of it makes this work demanding, yet it also brings much satisfaction.
Could you please unveil the mystery behind our seasonal campaigns?
As I’m working on Easter and Christmas campaigns, I’m in festive mood whole year. The preparation usually starts a year in advance each season. We begin with specifying goals and key message of the campaign, identifying target audience, defining the budget. All of those elements form a brief which is shared with creative agency.
What helps to prepare seasonals campaigns?
Being up to date with latest market trends, analyzing data, understanding your target group – that’s essential while planning and running the campaign.
What was your favorite MDLZ seasonal campaign?
MDLZ has executed many great campaigns in the past and I love them all, but if I’m being honest, I truly appreciate those campaigns, which support other people. Last year Milka cooperated with one of charities taking care of elderly. Our goal was to inspire individuals to share tenderness, kindness and help those in need. That was very enriching experience.
What is your favorite MDLZ seasonal product?
I love our advent calendar – it brings so much great memories from my childhood. Besides, is there any better reason to eat chocolate every day than counting to Christmas?
Will MDLZ in Poland prepare something special for upcoming winter season?
Definitely! We will spread Christmas tenderness just in a few months. I can’t wait to see results of our work!