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

Todd Kaplan could be considered a betting man. In a world where marketers are often pressured to prioritize metrics, algorithms and immediate ROI, the PepsiCo marketing veteran seems to always bet on the brand, pulling in big-name celebs and cheeky creative to create brand buzz.

Now, the newly minted Kraft Heinz CMO is working in an increasingly fragmented media space where the C-suite seems to be obsessed with data points and monocultural moments don’t exist as they once did. The question becomes: Will he take the same bet?

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