Taco Bell Shifts Marketing Strategy Says CMO Marisa Thalberg

Posted on by Patty Odell

Taco Bell is shifting its marketing strategy to less spent on digital and more on TV.

Digital has been a bit of a question mark for the brand and it wants to see if it can use digital in a more effective way before pumping more dollars into the channel, CMO Marisa Thalberg told Campaign US during a panel session this week.

Marisa Thalberg
Taco Bell CMO Marisa Thalberg

She said TV is still a productive marketing strategy for Taco Bell.

The panel also discussed the sticky issue of bringing creative services in house. Taco Bell recently assigned its restaurant marketing to an internal team.

Taco Bell is also undergoing a transformation of sorts in other ways, such as figuring out how to add an indie-cult cool factor to its brand image.

“Asking this question is at the heart of how we have been creating success at Taco Bell,” Thalberg said earlier this year.

In addition to new logos themed around music and other lifestyle interests of its target market, a slimmed down marketing team has developed campaigns to bring that cool factor to the masses. It launched the Quesalupa with the message “Bigger than Everything.” And last year it launched “Taco Tales,” a series of videos that live on YouTube in a big push to get video and social content in front of customers and prospects alike.

Other brands that weighed in at the panel session on their marketing mix and moving work in house were STX Entertainment and Beats by Dre. A lack of diversity within agencies was cited as one issue prompting brands to bring work in house. Read the article …

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