How Kraft Heinz’s new CMO Todd Kaplan is defending creativity in the age of data

In an era dominated by data and algorithms, it can be easy for marketing to lose sight of the human element. But Kraft Heinz’s new Chief Marketing Officer, Todd Kaplan, is determined to keep creativity at the heart of the company’s strategy. He believes that data, while essential, should not replace the power of human insight and emotional connection.

Kaplan, a seasoned marketing veteran with experience at brands like PepsiCo and Mondelez, sees data as a valuable tool for understanding consumer behavior. However, he stresses that “data is only a starting point, not the destination.” He argues that genuine creativity lies in using data to spark inspiration and develop truly compelling stories that resonate with consumers.

One example of Kaplan’s approach is the recent campaign for Kraft Singles, which leverages data-driven insights to personalize the brand’s message. While the campaign utilizes targeted messaging and data-powered insights, it ultimately relies on a playful and emotional narrative that connects with consumers on a deeper level.

Kaplan’s approach is a welcome shift in an industry often criticized for being overly reliant on data at the expense of creativity. He is proving that marketers can embrace the power of data without sacrificing the power of storytelling and human connection. By championing creativity in the age of data, Kaplan is leading Kraft Heinz towards a more engaging and impactful marketing strategy, proving that data and creativity can coexist and flourish together.