Orchestrated Campaigns: Halloween Example

In this episode of OFFBounds, host Paula Macaggi sits down with Danielle Sporkin, SVP of Media and Marketing Services at Ferrero, to explore how one of the world’s most beloved confectionery companies is balancing heritage with innovation. From Nutella and Kinder to Butterfinger and Keebler, Ferrero’s portfolio is as diverse as it is iconic. Danielle shares how the company is embracing digital transformation, evolving its retail media strategy from search to full funnel, measuring success through incrementality, and leveraging data and AI to get closer to consumers. She also opens up about her nonlinear career path and offers advice for future leaders in marketing and retail.