Kraft's four points of addressable contact

This event report outlines four ways that Kraft, the food group, is pursuing data-driven engagement with consumers.

Kraft's four points of addressable contact

Geoffrey PrecourtWarc

Some disturbing news from Kraft Foods Group's Bob Rupczynski: "In the last couple of years, we've watched the human-being attention span drop from 12 seconds to eight seconds. We also watched that the goldfish, somehow, has been able to maintain that nine-second attention span."

To make sure that the 1,000+ delegates at the Interactive Advertising Bureau's (IAB) eighth Annual Leadership Meeting understood the power of his findings, he repeated the numbers: "Human beings: eight seconds. Goldfish: nine seconds."

Photo Credit: Ken Krehbiel

The resultant conclusion from Kraft's vp/media and consumer engagement:...

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