Kellogg’s digital director for Europe Matt Pritchard departs
Kellogg’s director of digital for Europe Matt Pritchard is to depart the company after three and a half years to join Novartis. The Drum understands Pritchard will leave his current role next month to take up his new position as global head of digital marketing for the Swiss pharmaceutical company. It is understood Pritchard will split his time between Geneva, Ireland and the US headquarters in New Jersey until finding permanent residence in the US. Kellogg’s is currently on the lookout for a replacement. Pritchard spearheaded the FMCG giant’s push into digital media, increasing its investment across channels including video, mobile and programmatic buying. Under his leadership Kellogg’s undertook a data-driven precision marketing strategy, looking at how to use data more smartly to create single customer views and in doing so emulating financial brands’ own use of data. He also launched Kellogg’s into the programmatic trading space, kicking off multiple real-time-bidding campaign trials across Europe, which helped it reduce wastage and improved cost-per-engagement across various brand campaigns. Kellogg's was unavailable for comment at the time of this article's publication.