Hasta La Creative!

Barry Calpino signed up at Mondelez in 2015 to create an entirely new snack brand he named Va, a recognition by the company that there are only so many flavors of Oreo cookies and boxes of Ritz crackers people are going to buy.

“It’s the kind of thing big companies can do,” Calpino said, but only to a point. The pressure to perform in the low-margin food business can put unrealistic expectations on results. “It is tough and challenging when the market expects you and benchmarks you on the efficiency side, but that’s only half the game.”

Two years later, he’s taking his game somewhere else, as VP-innovation at Conagra Brands, an established food marketer many point to as a rare example of a giant acting more like a startup.

Continue reading at AdAge.com