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Colgate Boosts Digital Marketing 20% To Engage With Consumers

 
• By Eileen Francis

Colgate targets at least 20% of its global media spending digitally as part of a larger marketing push to help counter marketplace uncertainties. It also is engaging in programs that create “meaning” for its brands and is engaging with consumers more on social media, says President and CEO Ian Cook.

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Colgate-Palmolive Co. is dedicating at least 20% of its global media spending on digital advertising in 2017, much of it in social media engagement with consumers for ads and programs that give its brands larger “meaning,” says President and CEO Ian Cook.

At the Barclays Global Consumer Staples Conference in New York on Sept. 6, Cook said digital ads will include online...

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