Patricia Gliniecki - Senior Manager, Media Buying, Kraft Foods
Sunday, April 1, 2007

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Feeding Consumers' Appetites

The love affair between consumer brands and magazines is far from over. Kraft’s Patricia Gliniecki notes that while "integration is definitely a theme," the marketing specialists who buy for the company’s brands are learning to "use as many assets of a magazine brand as possible" to serve consumers and their habits of consumption, from print to events. The only limiting factors are imagination and budget, she says.

Gliniecki makes decisions that apply to title selection and which media to use, and she notes the company spent $1.3 billion in worldwide advertising in 2005. "When we look across how we spent five years ago," she notes, "two-thirds was in broadcast TV. In 2005, two-thirds was in narrowcast media, which included print, outdoor, cable TV... we have evolved and are going to our consumers in all the media they frequent."

One print program that stands out for her is a partnership Kraft did with Condé Nast for the Tassimo coffee machine, a Kraft product. "We used several publications and customized the advertisement and advertorial for each." The campaign ran in Bon Appetit, Gourmet, Architectural Digest, Vogue, GQ and Domino – "We used pretty much everything," says Glienicki. Another program combined a birthday card insert that celebrated Planters Peanuts’ 100th birthday with Time Inc., timed to run with the Time 100 issue celebrating influential people.

A campaign Kraft created with Rodale incorporated a heart-healthy program for Nabisco crackers with customized eight-page inserts featuring heart-healthy tips for whole-grain products; the campaign also used a microsite. The program, which ran in such publications as Prevention, Runners World, Men’s Health and Bicycling, sponsored 400 events around the country.

Gliniecki defines a great program as one that begins and ends with the consumer. "It’s got to [be] a partnership where the publisher takes the time to understand our brands and makes a connection through their content with the consumer so it resonates."

Kraft looks for publishers that are willing "to take the time to look at each brand and learn what they are trying to achieve with print spending. Gliniecki adds that "publishers have really stepped up to the plate in this area. They have changed the way they work, and changed their structure in some cases to address this. It’s been wonderful."

She notes that companies are "looking at the staffing it takes to go beyond selling a page," she says. "It’s an evolution."

Gliniecki believes the industry will continue to evolve. "There’s always some talk about whether or not publications will go all digital or online. We will continue to have magazines. They are too personal. You take a magazine home and read it in bed or on the beach. You have a glass of wine – you’re not going to sit there with a laptop."

And while she finds it hard at this stage of her career to look even five years ahead, she’s clear on one thing: "I hope I’m part of the evolution."

The Great Escape

GLINIECKI HAS WORKED IN EVERY MEDIUM so far except digital. She even worked in finance for five years before "escaping" into media. Her first job was in accounts payable. "It wasn’t a bad place to start," she says, "because a lot of the experience I got in finance was very helpful once I got into an area like media, where you are responsible for large budgets and spending."

Her career has been evolving for 30 years, offering her a new challenge at every turn, whether by virtue of the many diverse products the company makes and sells, or because the company itself always seems to be involved in its own evolution. "It’s definitely not boring," Gliniecki laughs.

Flexibility has been the key to her success. "I’m particularly good at adapting," she says. She has moved from print to national TV and back to print again. "I came to Kraft as the only person from Nabisco who made the move to NY," she notes. Shes took over the company’s print functions. "It was a whole new world," she says. "Most of the other people in the department are TV people. They don’t always get it."

• Total Integrated Program: ESPN, ESPN The Magazine's Next 2007
• Platinum Winner: People, People's Sexiest Man Alive Series
• Platinum Winner: Bonnier Corp., Field & Stream's Heroes of Conservation
• Print/Online Bundle: WIRED Media, Xerox Custom Cover Project
• Sweepstakes: SmartMoney, "The Fantasy Portfolio Manager Challenge"
• Top Integrated Marketer: Yung Moon, Executive Director of Creative Services at SELF Magazine
• Event/New Event Programming: National Geographic Magazine, Experience Parks and Conservation
• Custom Publishing Project: MindShare/Time Warner/American Express, The Ticket
• Advertorial: Reader's Digest, "Service Stars" -- Four-Part Advertorial Series for U.S. Army

1. min's Special Issues — April 19, 2011
2. Brenda White - Vice President, Director of Print investment, Starcom — April 1, 2007
3. The Sweet 16 Issue: Mark Ingall - Managing Director, Global Strategic Media, Citi — April 1, 2007
4. Patricia Gliniecki - Senior Manager, Media Buying, Kraft Foods — April 1, 2007

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