VSA Partners’ integrated approach to brand and marketing set the stage for the firm’s appointment as agency of record for four Kraft Beverage brands. VSA is the lead integrated agency of record and digital agency of record for Crystal Light, Country Time and Tang, and the digital agency of record for Kool-Aid. These wins point to the growing importance of uniting data science with creativity.
According to D. Tiffany Tamplin, Senior Director, Beverage Mixes at Kraft, “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.”
The firm’s relationship with Kraft includes integrated marketing communications, digital, social and mobile initiatives for its Crystal Light, Country Time and Tang brands, as well as digital, social and mobile work for its Kool-Aid brand.
VSA’s recently launched Consumer Marketing Practice is headed by Partner and recognized industry leader William Rosen, former President and Chief Creative Officer of North America for Arc Worldwide, the global marketing services company of Leo Burnett Worldwide. The team leading the Kraft work also includes Pat Palmer, Strategy and Analytics Lead, former Executive Vice President and Global Strategy Director at Leo Burnett; Charlie Hammerslough, Ph.D., Director of Strategic Analytics, the former director of predictive modeling for the 2012 Obama for America campaign; Joe Nio, Director of Strategy, former Chief Strategy Officer at Y&R Chicago; Jim Toth, Group Creative Director, former Creative Director at Arc Worldwide; John Fisher, Director of Technology, former Director of Technology at Material Group; and Jonathan Turitz, Director of Client Engagement, former Senior Vice President, Creative Director at Leo Burnett.