Digital Transformations Are Forcing Brands Like Keds and Pernod Ricard to ‘Change or Die’

The 2 companies are overhauling how their teams work

The online marketing industry is like a statistical minefield nowadays. Getty Images

About a year ago, Keds started noticing that women were posting lots of photos of themselves on social media wearing the brand’s shoes at weddings. So, its social media and web developer teams started working together to create a shoppable feed that pulls in social posts on

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.