Smucker’s Sees Its New Approach to Advertising Pay Off as Sales Soar

After consolidating all creative and media responsibilities under Publicis Groupe

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Key Insights:

The J.M. Smucker Company admits that some of its past advertising hasn’t been all that great. Maybe even a bit boring. Too many agencies working independently of each other made the process slow, the costs bloated and the resulting campaigns so bland that the public hardly seemed to notice.

“Our creative was safe, vanilla and not breaking through,” said Geoff Tanner, Smucker’s chief marketing and commercial officer.

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