Welcome to another special episode of the Marketing Vanguard podcast. Today, host Jenny Rooney speaks with Todd Kaplan, who recently joined Kraft Heinz as CMO after a 17-year career at PepsiCo. 

In this episode, recorded at Brandweek 2024 in Phoenix, Kaplan shares his insights on the power of marketing, calculated risk-taking, and the balance between creativity and business objectives. 

“We need to find that sweet spot between creativity and business objectives,” Kaplan says on the podcast. “It’s not about choosing one over the other. We can pursue high ROI initiatives while also being culturally relevant and innovative. Balancing these aspects is key to successful marketing today.”

As the newly appointed CMO of Kraft Heinz North America, Kaplan leads a $22 billion portfolio of iconic brands while driving innovation through partnerships with plant-based startup NotCo and condiment maker Just Spices.

Recognized by Forbes and Business Insider as a top CMO, Kaplan is a disruptive innovator and strategic risk-taker, passionate about culture and creativity. A proud husband and dad, he’s also a Lakers fan and sneakerhead.

Key takeaways:

05:44 The Balance of ROI and Creativity in Marketing — Kaplan emphasizes marketers’ need to embrace high-ROI initiatives and engaging, creative content. He argues against the notion that brands must choose between “boring” business-focused strategies and “cool” creative efforts. Marketers can effectively integrate both approaches into their yearly plans by understanding brand identity and consumer needs. This balance drives cultural equity, pricing power, and differentiation, ultimately benefiting the business while satisfying the CFO’s goals.

10:50 The Importance of Brand Building in Marketing — Kaplan explains that marketing encompasses art and science, with measurable metrics often overshadowing brand building. He highlights the distinction between brand building and product marketing, noting that the former is a long-term strategy focused on establishing core brand equity and differentiation. Successful brand building fosters deeper connections and drives pricing power, leading to sustainable growth. In contrast, short-term tactics like discounting may yield immediate sales but ultimately create a cycle of diminishing returns. Prioritizing brand equity over quick wins ensures lasting success.