Pandora is the largest jewelry company in the world, both in awareness and in volume of sold units. But in order to reach our growth ambitions we need to shift our marketing model across the channel mix model to rebalance the 4 fundamental areas of our marketing investment: Paid-Owned-Earned-Content.

No longer a Paid Media model is sufficient to efficiently connect with customers to deliver not only awareness but also consideration.

It is time to rebalance investments, purposefully, to engage customers with content, brand lead and community lead, that drives desirability for the brand.

The digital ecosystem allows for a P-O-E-C investment model that drives both awareness and consideration but for it to be fully adopted, a digital governance system for content and MMM identifying return in investment is a pre-requirement