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Dana Anderson didn't follow the brief.
Asked by Bob Liodice, CEO of the Association of National Advertisers, to present practical examples of brand problems and solutions, Anderson, svp of marketing strategy and communications at Kraft Foods, instead offered acerbic thoughts on how to think and act differently.
Speaking Friday during the ANA's annual Masters of Marketing conference in Phoenix, Anderson illustrated how a historically left-brain company like Kraft has embraced intuition and risk-taking. It was telling that her sole agency shoutout was for Droga5, a relatively recent Kraft player that works on a handful of new and up and coming brands.
Earlier presentations, from Walmart's Stephen Quinn and AT&T's Esther Lee, may have been more polished and on-point, but Anderson's elicited laughter, applause, and knowing glances.
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