esports/gaming: Société Générale, Kellogg's and Michelin explain their marketing strategies
"Kellogg's invests a lot of money in gaming and esports, so it has to pay off. Clearly, our strategy is to sell through our activations. In the end, we want to go and trigger the purchase. We don't just want to look like a cool brand and expect results later! We have a notion of short-term ROI (return on investment) on this. The ROI we've...