As director of media buying for Kraft, Gary Gruneberg is proud to disabuse print naysayers that the end is near for the medium. On the contrary, print media remains an important element in Kraft Foods’ overall media mix. “This is not true [that print is dead],” the 27-year Kraft Foods vet insists. “The landscape is just evolving to how and when consumers choose to engage with the medium.” It’s this type of progressive thinking and willingness to challenge the status quo that has driven and informed his handling of Kraft Foods campaigns across all media. In addition to bringing what he says is greater precision to the print planning process, Gruneberg has improved accountability and made the platforms in each program more fluid.
In managing Kraft Foods' investments across all media, Gruneberg feels it’s important to understand consumer behavior and the role that each media plays in a brand’s media plan. “Consumers are bombarded with messages throughout the day, and it is therefore critical to maximize the opportunities we have for their attention,” he notes. “Magazines play an important role in helping us deliver many of these key requirements and continue to play a strong role in consumers’ lives.”
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