Tired of the “broken” advertising model, Nestle’s global head of integrated marketing has jumped the client ship for a role in publishing, joining French media company Konbini as its first ever chief marketing officer.
Michael Chrisment worked four years at Nestle, predominantly managing its Nescafe brand; prior to that, he spent time in top digital marketing roles at fellow FMCG giants Mondelez and Kraft Foods. However, the catalyst to move out of consumer goods marketing and into media has been the realisation that, quite simply, the brand building model that he has spent most of his career working in is failing.
“Something is broken in advertising and we can’t do it the same way as before,” he recently told The Drum.
“People are more in control about what they want to consume and brands have to be much more respectful, collaborative and inclusive when it comes to engaging with people – especially the youth – and stop interrupting their [social media] feeds and lives with pure advertising messages.”
At Nescafe, he tried to pivot the brand towards this kind of thinking. He was responsible for declaring that the "dotcom is dead" and moving all of the coffee-maker's digital assets on to Tumblr in the hope of creating a more "conversational" relationship with its drinkers.
But while he’s not lost hope in the industry, he is wanting to play a larger part in “reinventing” it and “contribute a new way of marketing and building brands”.