With the appointment of VSA Partners as both lead integrated agency of record and digital agency of record for Crystal Light, Country Time and Tang, as well as digital agency of record for Kool-Aid, Kraft signals the growing importance of connecting data science with creativity.
D. Tiffany Tamplin, senior director, beverage mixes at Kraft said in a prepared statement, "To deliver profitable business growth in a hyper-competitive environment, the Kraft Beverage Mixes group is focused on breaking through creatively and leveraging data strategically. VSA Partners demonstrates both the ability to apply cutting-edge analytics to develop business-building insights and to activate them creatively across channels in a best-in-class way."
VSA Partners is an independent brand and marketing firm, known for its legendary work on behalf of the world's most respected companies. VSA Partners recently launched its consumer marketing practice, headed by partner and well-known industry leader William (Bill) Rosen, former president and chief creative officer of North America for Arc Worldwide, the global marketing services company of Leo Burnett Worldwide; in partnership with Patrick (Pat) Palmer, former executive vice president and global strategy director, also from Leo Burnett Worldwide. Dana Arnett, CEO of VSA Partners, remarked, "As our partnership with Kraft exemplifies, the addition of our consumer marketing practice enables us to uniquely respond to CMOs' needs to build brands and business in today's complex, results-oriented marketing environments."
According to William Rosen, "We have built a fully integrated team of industry-leading creatives, technologists, strategists and data scientists, which notably includes Director of Strategic Analytics, Charlie Hammerslough, Ph.D., the former director of predictive modeling for the 2012 Obama for America campaign. Our consumer marketing practice fully unites VSA's legacy of design and brand strategy with the leading edge in cross-discipline marketing and behavioral science."
Kraft is currently working with VSA Partners on integrated marketing communications, digital, social and mobile initiatives for its Crystal Light, Country Time and Tang brands, as well as on digital, social and mobile for its Kool-Aid brand.