Geoff Tanner is a passionate believer in the power of breakthrough creative. That philosophy and his passion for music lead to some of the most iconic campaigns of the past ten years. Geoff oversees the consumer and customer experience across the commercial funnel. He has a unique perspective on the blending of sales and marketing that helped JM Smucker transform from having a “sleepy” brand portfolio to being named on the Fast Company list of the World’s Most Innovative Companies.
In this episode, Geoff and I discuss the key elements JM Smucker targeted to transform the brand portfolio, marketing strategy, and operating model. Geoff tells us what “The Power of One” is, the importance of household penetration and reach, and how improved metrics will impact the future of marketing and creative
In this episode, you’ll learn:
- How diverse the JM Smucker portfolio is and the impact of multiple acquisitions
- How to maintain relevance for a brand that is over 100 years old
- Issues with ROI and impact measurements, and what the future may look like
Key Highlights
- [01:30] How Geoff is giving back to his community through music
- [05:22] The path from rugby in New Zealand to the C Suit at JM Smucker
- [08:15] How the public should think about JM Smucker’s portfolio
- [09:25] JM Smucker’s transformation and new marketing model
- [13:15] The key elements Geoff and his team had to change to reach their goals
- [13:50] What is the “Power of One,” and how did it impact their agency search
- [15:00] Identifying what was most critical to driving the business
- [16:10] Modernizing Meow Mix
- [17:45] Ludacris and Jif Peanut Butter
- [18:50] Facelift for Folgers
- [20:20] The Byron Sharp and Mark Ritson Influence
- [22:45] Transforming the “selling machine”
- [24:30] Markers of growth
- [27:05] The balance of reach and creative
- [28:25] Talk about JB Steenkamp
- [29:15] How getting an internship at Heinze shaped Geoff’s perspective
- [31:25] Give back earlier and know your value
- [34:15] The fusion between sales and marketing
- [35:50] Brands Geoff has his eye on
- [37:05] The threats and opportunities associated with mass media measurement
Resources Mentioned:
- Geoff Tanner
- J.M. Smucker Co
- Brand Portfolio – JIF, Folgers, Meow Mix, Milk Bone, Smuckers, Uncrustables, and more
- org – Opening Track Project and partnership with Girls & Boys Club of NE Ohio
- Mark Smucker – CEO
- Smucker consolidated marketing agency relationships in 2018 with further consolidation in 2021
- Meow Mix Creative Examples
- JIF Ludacris Creative
- Folger’s Joan Jett Creative
- Mark Ritson on Marketing Today
- Byron Sharp on Marketing Today
- JB Steenkamp on Marketing Today
- Brand mention: Oreo – Justin Parnell on Marketing Today
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies but is an entrepreneur at his core, having founded or served as an executive for nine companies.