Case Study: Campbell Soup Company achieves agile, data-driven cross-brand marketing with Beckon

Freedom Within A Framework At Campbell Soup Company

Campbell Soup Company, with nearly 40 brand teams across four countries, needed to become a more agile, data-driven marketing organization. Their goals were to give brand teams direct access to clean, trusted data for fast optimization, align marketing with business objectives, do more with less, and create neutral accountability for agency partners.

Beckon delivered a "freedom within a framework" solution: a central team set standards, a customizable marketing playbook, phased rollouts, training, and senior-leader champions while brands retained flexibility. Agency data now flows into Beckon where it’s cleaned, normalized and shown in real-time campaign dashboards, producing front-line agility, more frequent data-driven decisions, consistent cross-brand reporting and faster optimization of marketing performance.

Campbell

Marci Raible

Vice President of Global Media and Marketing