How OMD revolutionized Barillas marketing with AI [Video]

Winning Gold at The Drum Awards for Digital Experience in the Marketing category is Barilla Group and OMD with MMROI. Here is their award-winning entry.

The MMROI project at Barilla aimed to revolutionize our marketing operations through the strategic use of advanced AI and data analytics. With over €4bn in annual revenue and operations in over 100 markets, the complexity of our marketing strategies necessitated a robust and innovative solution. Our key objectives included optimizing budget allocation, leveraging data-driven insights to ensure precise and efficient budget allocation across multiple channels, enhancing operational efficiency by significantly reducing the time required to generate and deliver marketing insights from months to weeks, increasing sales by driving substantial growth through optimized marketing strategies, and fostering a data-driven culture by establishing a data-first mindset throughout the organization, ensuring that strategic decisions are informed by accurate data.