The WARC Podcast The Effective CMO: Kraft Heinz's Diana Frost
Jul 31, 2025
Diana Frost, Chief Growth Officer for Kraft Heinz, discusses the company’s innovative approach to brand effectiveness. She emphasizes the crucial link between creativity and consumer engagement, showcasing how emotional ties to brands lay the groundwork for loyalty. Frost also explains the ACE Awards initiative, designed to enhance creative output within the organization. Additionally, she touches on the importance of collaboration between brands and agencies, highlighting how shared goals can navigate the evolving landscape of marketing.
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Creativity Drives Brand Growth
- Creativity at Kraft Heinz is fundamentally a results-based business focused on driving brand growth.
- Effectiveness is measured through the entire process leading to growth, centralizing creativity and consumer focus.
Make Teams Fall in Love Again
- Reignite team passion for the brand by immersing them in its history and production.
- This deep connection fuels creativity and aligns efforts with true consumer love for the brand.
Use Frameworks for Cultural Relevance
- Build a clear brand framework so teams know when and how to engage with cultural moments.
- Empower internal agencies like The Kitchen to act quickly and maintain brand authenticity during these moments.