TITLE

Behind Kraft's marketing makeover: from new ad agencies to new attitude

AUTHOR(S)
York, Emily Bryson
PUB. DATE
February 2010
SOURCE
Advertising Age;2/8/2010, Vol. 81 Issue 6, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article examines marketing management by food industry company Kraft. Chief Executive Officer (CEO) Irene Rosenfeld has both increased spending on marketing and worked to modernize both the company's advertising and its packaging to reflect changing consumer tastes. Executives of the company's advertising agencies discuss the changes.
ACCESSION #
48126687

 

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