In this episode, produced in partnership with NBCUniversal, we sit down with Todd Kaplan, CMO of Kraft Heinz, to uncover the marketing “secret sauce” behind some of the world’s most iconic brands. Todd shares lessons from driving 21 quarters of growth at Pepsi, why simplicity beats complexity in marketing, and how he’s bringing an entrepreneurial spirit to Kraft Heinz. We also dive into working with agencies, building in-house creative, and what makes a truly great CMO.
Timestamps
00:00 - Intro
00:30 - Todd’s background
01:41 - How Pepsi achieved 21 consecutive quarters of growth
02:36 - Pepsi’s approach to innovation
04:22 - Battling short term vs long term in innovation
05:20 - From 18 years at Pepsi to joining Kraft Heinz
06:41 - Encouraging an entrepreneurial culture within Kraft Heinz
09:10 - Having an in house agency at Kraft Heinz
12:10 - Todd Kaplan’s tips for working with external agencies
16:28 - Why consistency of the brand is important for Kraft Heinz
18:55 - Creating marketing that actually works
24:39 - The best marketing is simple
27:44 - What makes a great CMO?
