Hasta La Creative!

When Bob Rupczynski joined Kraft two years ago, the company was undergoing a major transition as it split from Mondelez to go independent. Yet, behind the scenes, the VP-media and consumer engagement and others at the firm were planning sweeping changes to Kraft’s data operation that could have an equal, if not greater, impact on the storied maker of brands including Planters, Kool-Aid and Cheez Whiz.

“I sat down with our leadership team and we spent a great deal of time looking at our marketing and media strategies. We white-boarded how we wanted the world of marketing communications to work,” said Mr. Rupczynski, who will share the tale of Kraft’s data transformation at the Ad Age Data Conference, to be held in New York City Oct. 28 and 29.

Kraft had access to lots of consumer data, but like many other large companies struggling to implement ways to use their proprietary consumer information, the firm had not taken full advantage of it. Ad Age talked with Mr. Rupczynski about how Kraft evolved from marketing to mass consumer segments to more refined, individualized content and ad targeting.

Continue reading at AdAge.com