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»Kraft

Programmatic TV: A Reality Check

Today marks the debut of "On TV & Video," a new column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Rupczynski, vice president of media, data and CRM at Kraft Foods Group. As I continue hearing about the tremendous progress we have made in programmatic television, I can’t help but... Continue reading »
by AdExchanger // April 6th, 2015 //
»
Industry Preview 2015: For Kraft Foods, Knowing Customers Is A Matter Of Life Or Death

When President Barack Obama won his second term, his victory left an impression on Kraft Foods CMO Deanie Elsner, who at the time was working in the company’s beverage business. “Obama’s was such a brilliant strategy because they didn’t talk to everybody, but they knew exactly what to do to drive the scale benefit they... Continue reading »
by Ryan Joe // January 21st, 2015 //
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Kraft, Starcom And Turn: How Brand, Agency And Vendor Put Old Media Practices Out To Pasture

Since Bob Rupczynski came on board as CPG giant Kraft Food Group’s VP of media and consumer engagement two years ago, the company has embraced programmatic and data-driven marketing. At the time, the company had split in two – its global brands spinning off into the entity known as Mondelēz International – and Rupczynski saw... Continue reading »
by Ryan Joe // October 6th, 2014 //
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Starcom MediaVest Group And Nielsen Catalina Partner At Behest Of Kellogg And Kraft

Publicis-owned Starcom MediaVest Group (SMG) and Nielsen Catalina Solutions (NCS) – a 2009 joint venture between Nielsen Research and Catalina – unveiled a two-year partnership Wednesday wherein Nielsen Catalina’s household-level purchase data will integrate directly with SMG’s optimization system TARDIIS. This deal will ideally let SMG clients swiftly access NCS data so they can better allocate... Continue reading »
by Ryan Joe // September 24th, 2014 //
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Remember The Titan: Email Marketing’s Programmatic Pivot

A recent article by New York Times media columnist David Carr revealed a radical publishing technology catching on in news media companies everywhere: email newsletters. Carr wrote that email is a marketing tool many people tend to forget about. But, he argued, email is the most consistent and useful medium for advertising. Email and search drive... Continue reading »
by Liz Rowley // July 15th, 2014 //
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AOL Summit: You Don't Need Real Time All The Time

Reaching the holy grail of real-time, one-to-one interaction may sound like a marketer’s utopia, but a number of execs gathered Thursday at a Thought Leadership Summit hosted by AOL felt this importance was overstated. In some instances, real-time processes aren’t the be-all and end-all. “I think real-time (marketing) is only a part of a bigger... Continue reading »
by Kelly Liyakasa // May 22nd, 2014 //
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Kraft Exec: ‘Programmatic Is A Centerpiece For Us’

Kraft knows that consumers are easily distracted. At Forrester’s Forum for Marketing Leaders, Bob Rupczynski, VP of media, data and CRM at Kraft Foods, outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising. “Through our meals, recipes and videos, we have about a billion... Continue reading »
by Judith Aquino // April 14th, 2014 //
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Mondelez (Formerly Kraft) Widens Intake Valve for Mobile Startups

Snack giant Mondelez (Nabisco, Cadbury, Trident) began trading as a standalone company this week after splitting from Kraft Foods (Oscar Mayer, Maxwell House). CEO Irene Rosenfeld said specialization will let the company focus on expansion, especially in developing markets, per Reuters. That means nailing mobile, since many people in developing economies are skipping PC ownership... Continue reading »
by Zach Rodgers // October 4th, 2012 //
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