Jon Suarez-Davis, The Kellogg Company

Vice President, Global Media & Digital Strategy

Jon Suarez-Davis has spent the last several years building new media capabilities for the multinational food giant whose top brands are synonymous with breakfast throughout much of the world. Kellogg's products are manufactured in 18 countries and marketed in over 180 countries.

He is responsible for global media strategy and all forms of digital marketing – consumer and shopper. Jon Suarez-Davis leads an internal center-of-excellence team at the Kellogg Company that focuses on building integrated marketing services capabilities to enhance the effectiveness of the company’s marketing investment.

The Kellogg Company has produced some of the world's most trusted food brands for more than a century. To reach its constantly-connected consumers, the company realized it needed to look beyond traditional marketing channels. And Jon Suarez-Davis was part of the solution.  He joined the company in a new role created in 2009 when he was charged with building digital marketing capabilities and best-practices across paid, owned and earned channels.

Since that time, Kellogg’s has come a long way. Digital Technology, for Jon Suarez-Davis, means building greater competencies, including programmatic buying to stay at the forefront of changing consumer behavior.. More than half of Kellogg's online media is now purchased directly through programmatic channels—either open exchanges or private exchanges with key publishers. Although this represents one of the biggest recent media moves the company has made, Jon recognizes that there is still much to learn in this space to increase efficiency. "The lowest dollar is not always the best dollar spent," he admits. "We will pay higher CPMs if value is created."

Today, Kellogg’s has increased viewability rates to over 70%-- well about the industry standard, and has dramatically improved targeting.  According to Jon Suarez-Davis, programmatic "has given us the data and confidence to know that it is an efficient and effective way to engage our consumers."

Prior to joining Kellogg, Suarez-Davis was SVP, digital strategy at Leo Burnett, and a member of the leadership team responsible for the global Kellogg account.  Specifically, he had management oversight for all Publicis digital agencies working on Kellogg: Starcom Digital, Arc and Digitas.

Before Burnett, Suarez-Davis played a leadership role in building Biggs|Gilmore – now VML – into one of the most awarded and recognized digital agencies in North America. As VP, strategy, he led the strategy group responsible for developing integrated marketing communications for Johnson & Johnson, Kimberly-Clark, DuPont and Kellogg.  Jon Suarez-Davis began his career at A Eicoff & Co, a division of Ogilvy & Mather, in direct marketing media and account management roles.