Uncensored CMO Marketing secret sauce with Kraft Heinz CMO Todd Kaplan
Jul 23, 2025
Todd Kaplan, CMO of Kraft Heinz and former PepsiCo leader with 18 years of experience, reveals the marketing secrets behind iconic brands. He discusses the importance of simplicity in marketing and how an entrepreneurial spirit fuels innovation at Kraft Heinz. Kaplan shares insights on achieving 21 consecutive quarters of growth at Pepsi and balancing short-term goals with long-term brand vision. He emphasizes crafting engaging consumer experiences, the evolution of earned media, and the essential qualities of a successful CMO.
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Value of In-House Creative Agency
- Utilize in-house creative teams deeply connected to your brand for agility.
- In-house teams understand brand intricacies better and can move faster than external agencies.
Agency Collaboration Tips
- Break down walls between clients and agencies to work as co-conspirators.
- Use quick communication methods like texting to accelerate creative development.
Brand Building as Pointillism
- Brand building is like pointillism, where each interaction forms perception dots in the consumer's mind.
- Consistency in visual cues creates strong brand recognition and memory.