In an unorthodox move, the food company has started hiring smaller, edgier advertising agencies.
Few companies today can match Kraft Food’s commitment to sharpen its creativity and modernize its advertising. What’s so unusual about this is that for decades Kraft was known for its formulaic, and safe approach to advertising. No longer. New thinking started emerging with the arrival of Dana Anderson, a highly regarded former agency executive (she was CEO of DDB, a leading Chicago ad agency), who joined in 2009 as SVP-Marketing Strategy and Communication. Shortly thereafter, the company’s roster of ad agencies was revamped. In the last 2 years, Kraft has taken a hard look at its long-standing relationships with big shops like Ogilvy and DraftFCB. And, it started doing something very unorthodox for a big company: it started hiring smaller, more edgy ad agencies, like Crispin Porter Bogosky, Droga5, The Martin Agency, Taxi, McGarryBowen and digital agency 360i. Forbes