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Topic: Kraft

The Martin Agency Replaces Cool Whip with Hummus

As Kraft brand leaves, Sabra arrives

Three weeks after Kraft moved to shift its Cool Whip brand out of The Martin Agency, the shop replaced the hole in its cupboard with Sabra dips and spreads. Martin, a…

There Are 4 Big Winners in Kraft's Agency Consolidation

Their gains come at the expense of 8 shops

Some pretty good agencies are getting swept out in Kraft's move to consolidate creative responsibilities on its brands at four main roster shops. Gone are Droga5, Wieden + Kennedy, The Martin…

Here Are Forbes' 50 Most Influential CMOs of 2014

Study says males are 22% more influential than female peers

Male chief marketing officers on Forbes' third annual Appinions CMO Influence Study, which was released today, are 22 percent more influential than their female peers. Although women make up 32 percent…

7 Marketing Heavyweights Spill Huge Digital Stats

CMOs reveal data-driven insights

Big-name marketers have descended on Orlando this week at the ANA Masters of Marketing conference. So far, it's clear that digital has taken over with some intriguing results backed up…

Redbook EIC Meredith Rollins Talks About How the Mag Has Evolved for Its New Millennial Audience

These readers prefer humor and fashion to slow-cooker recipes

  Photo: Alfred Maskeroni  Specs New gig Editor in chief, Redbook Old gig Executive editor, Redbook Age 43 Redbook was one of the original Seven Sisters. Does that make it hard to combat the perception that…

Kraft Is About to Make Over Local Hockey Rinks in the U.S. Too

Partnership with NHL, NBC and others migrates from Canada

Hockey is part of the fabric of Canada where for the past eight years Kraft has spent $1.6 million to refurbish local rinks and turn them into showcases for televised,…

CPG Marketers Are Going Digital With Loyalty Programs

Use third-party data efforts to connect with consumers

Not long ago, packaged-goods brands were accused of being slow movers in digital. Now, that reputation is changing as more marketers enlist social media and mobile to link loyalty programs…

Major League Soccer Is Using World Cup Fever to Score New Fans

CMO Howard Handler lays out his game plan

Since rolling out in 1996, Major League Soccer has struggled to gain prominence in the U.S. But thanks to World Cup fever, the spirited U.S. team and its hero Tim…

Nielsen and Kraft Pilot New Brand Tracking Tool

Did that ad actually convince someone to buy?

Ever wondered whether that ad you worked so hard on actually convinced somebody to buy your product? Now Nielsen can tell you, down to the individual ad buy. The ROI-centric approach…

Digital Video Ads That Make You Want to Click

Format continues to get more interactive

Kraft, Nike, Target and Walmart are trialing new video technology that makes ads interactive. In the case of Kraft, a 15-second clip comes with pop-up information on the brand and…

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