TLDR Tech / Marketing
Inside General Mills's brand archive
General Mills's brand archive functions as both a lookup service and a forward-looking curation system, holding more than 10,000 records across 5,000 square feet that trace the company's 160-year history. Brand teams query it for context on products like Bisquick and Betty Crocker, while the three-person team also flags today's campaigns as candidates for tomorrow's collection. The volume and variety of modern marketing content, spanning far more channels than earlier decades, has made deciding what to keep the hardest ongoing call.
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