Navigating Model Transformation with Kraft Heinz Chief Advertising and marketing Officer Todd Kaplan
Welcome to a different particular episode of the Advertising and marketing Vanguard podcast. Right this moment, host Jenny Rooney speaks with Todd Kaplan, who lately joined Kraft Heinz as chief advertising and marketing officer after a 17-year profession at PepsiCo.
On this episode, recorded throughout Brandweek 2024 in Phoenix, Kaplan shares his insights on the facility of promoting, calculated risk-taking, and balancing creativity with enterprise targets.
“We’ve got to steadiness creativity with enterprise targets,” Kaplan says on the podcast. “It’s not about selecting one over the opposite. We will pursue excessive ROI initiatives whereas being culturally related and progressive. Balancing these points is the important thing to profitable advertising and marketing in the present day.
As Kraft Heinz North America’s new chief advertising and marketing officer, Kaplan leads a $22 billion portfolio of iconic manufacturers whereas driving innovation via partnerships with plant-based startup NotCo and condiment maker Simply Spices .
Acknowledged by Forbes and Enterprise Insider as a prime CMO, Kaplan is a disruptive innovator and strategic risk-taker with a ardour for tradition and creativity. A proud husband and father, he’s additionally a Lakers fan and sneakerhead.
Key factors to recollect:
05:44 The steadiness between ROI and creativity in advertising and marketing — Kaplan highlights the necessity for entrepreneurs to embrace high-ROI initiatives and interesting, inventive content material. He opposes the concept manufacturers should select between “boring” enterprise methods and “cool” inventive efforts. Entrepreneurs can successfully combine each approaches into their annual plans by understanding model identification and client wants. This steadiness promotes cultural fairness, pricing energy and differentiation, in the end benefiting the enterprise whereas satisfying the CFO’s targets.
10:50 The significance of brand name constructing in advertising and marketing — Kaplan explains that advertising and marketing encompasses artwork and science, with measurables typically overshadowing model constructing. He highlights the excellence between model constructing and product advertising and marketing, noting that the previous is a long-term technique centered on establishing model fairness and differentiation. Profitable model constructing fosters deeper connections and drives pricing energy, resulting in sustainable development. In distinction, short-term techniques like reductions might generate fast gross sales however in the end create a cycle of diminishing returns. Prioritizing model fairness over fast wins ensures lasting success.
