Kraft: Brand strategy must look beyond consumption

The Annual: Marketers and agencies must look beyond the product and consumption when developing brand strategies, according to Daryl Fielding, Kraft Europe chief marketing officer. 

Speaking today at Marketing Week’s The Annual conference on smart thinking, working and engagement Fielding says that brand advertising must be part of a bigger idea that looks beyond how people use the product.

“Kraft is moving brand strategy away from a focus on the product, to engagement. If you want to have engagement in the world it has to connect with something consumers are interested in already.”

She says that Kraft will use the Cadbury Olympic sponsorship Spots and Stripes campaign as the model for future brand marketing.

“What’s interesting is when the ad is a servant of something bigger and part of a movement,” she says.

Fielding also believes that “something has to change” in the relationships between brands and their agencies to declutter the decision making process.

“To improve agency client relationships you need to have small teams. Creativity is fragile and its not objective so you need a tight pool of people working on ideas,” she says

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here