At a time when culture moves quickly and content is ubiquitous, Danone is redefining the marketing playbook along with Linqia, its agency of record and one of the largest influencer agencies in the world.
Linqia’s chief strategy officer, Keith Bendes, sat down with Danone’s chief marketing officer, Linda Bethea, and executive creative director, Eric Flinn, at ADWEEK’s 2025 Social Media Week in May to discuss their ever-evolving marketing strategy and philosophy.
For Danone, creator marketing is an important part of its current strategy because the path to purchase for younger consumers has changed.
“The traditional linear marketing funnel is dead,” Bethea said, calling brand engagement a “continuous loop of discovery” thanks to the rise of social media and influencers.
Bethea sees her job as making sure the consumers are targeted throughout the whole loop: “I need to make sure that our content and our brands are engaging with them at …