Mondelēz International’s Krinio Christaras, much of the marketing industry is still operating on outdated assumptions about how people live, interact, and engage with brands. Speaking about the future of marketing, Christaras emphasised the need for brands to move beyond traditional campaign-led thinking and instead focus on creating experiences that are genuinely relevant to people’s everyday lives. The comments reflect a growing industry-wide shift as marketers rethink how to connect with increasingly fragmented, digitally fluent, and experience-driven audiences. Why Traditional Marketing Models Are Losing Relevance Large-scale advertising campaigns Fixed media planning cycles Broad audience targeting and mass messaging However, consumer behaviour today is shaped by: Always-on digital engagement Personalised content consumption Community-driven influence and creator culture Real-time social interactions and platform ecosystems As attention spans shorten and audiences become more selective, brands are finding it harder to rely solely on traditional campaign structures. From Campaigns to Experiences Krinio Christaras highlighted the…
