Around the Net
Kraft Uses Mixed Multicultural Model
- Warc, Monday, November 24, 2014 9:30 AM
Kraft is using a flexible approach to multicultural marketing by combining traditional and total-market communications strategies depending on the needs of specific brands. Discussing the marketing direction at the Association of National Advertisers' (ANA) 2014 Multicultural Marketing and Diversity Conference, Diane Tielbur, senior director/consumer insights and strategy at Kraft Foods Group argued that total-market advertising is "one of many inputs" which must be considered. Full report at the jump.
