Media-agnostic Kraft Foods embraces agile, addressable marketing

This event report breaks down Kraft's approach to "agile and addressable" marketing – an approach seeking to move beyond mass-market messaging to more tailored, individualised communications.

Media-agnostic Kraft Foods embraces agile, addressable marketing

Stephen WhitesideWarc

For decades, Kraft Foods provided the textbook example of how mass-marketing should work.

But as the "spray-and-pray" model of communications fades into obsolescence, the company is rewriting the old rules in order to ensure that – at least according to Deanie Elsner, evp/cmo of Kraft Foods Group Inc. – "agile and addressable marketing becomes the new norm."

Elsner outlined precisely what this concept entails in practice while speaking at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference in Orlando, Florida: "It's the right message to the...

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