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Executive Vice President and CMO, Nestlé Waters North America
Facebook has been in some hot water following the proliferation of fake news on the site, and the social network has taken steps to curb the practice. But is that enough? Antonio Sciuto, executive vice president and CMO of Nestlé Waters North America, spoke with eMarketer’s Maria Minsker about what Facebook’s fake news troubles have meant for Nestlé, and discussed what comes next.
eMarketer: What role does Facebook play in your advertising effort? How important is it for your brands?
Antonio Sciuto: Marketing is no longer about big campaigns. Instead, it’s an opportunity for marketers to create a personalized consumer experience across all touchpoints—online and offline. We aim to be companions in consumers’ lives, so it’s important to understand the role and relevance of each touchpoint.
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