ORLANDO: Kraft, the food group, believes that adopting "agile and addressable" marketing will help brands thrive in the face of changes in both the media and consumer environment.

Deanie Elsner, evp/cmo of Kraft Foods Group, discussed this topic while speaking at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference.

Having for decades provided a textbook example of how mass-marketing should work, Kraft Foods rapidly recognized that the "spray-and-pray" model of communications was fading into obsolescence.

In its place, according to Elsner, a model is developing where "agile and addressable marketing becomes the new norm." (For more, including case studies, read Warc's exclusive report: Media-agnostic Kraft Foods embraces agile, addressable marketing.)

She went on to outline precisely what this approach entails in practice during a keynote session at the ANA conference.

"It's the right message to the right person at the right moment to drive purchase; it's moving from broad-based, demographically-defined consumers in a medium to individuals, agnostic to the medium," said Elsner.

The main components of this idea involve drawing on big data – especially first-party facts and figures – alongside creating an infrastructure to translate that information into usable insights and generating content.

Kraft – which manufactures brands including Jell-O, Velveeta cheese, Grey Poupon mustard and Planters peanuts – has tested agile and addressable marketing over the last 18 months.

Based on this experience, Elsner revealed that the results had been extremely positive for the company thus far, prompting a wider roll out of this model.

"It's huge double-digit to multiples more effective for us, which is exactly why we're doing it, because we've got to increase the returns on our spend," she said.

"You will see us launch this across our entire company starting in January. And it works."

Data sourced from Warc