Dana Anderson, Kraft Foods senior VP-marketing strategy and communications, is following CEO Irene Rosenfeld and Chief Marketing Officer Mary Beth West to the marketing giant's planned global snacks company when Kraft splits in two later this year.
Ms. Anderson will hold the same title at the unit, which is expected to be called Mondelez International and house brands such as Oreo, Cadbury and Trident. The other company, to be called Kraft Foods Group, will include mostly North American grocery brands, such as Oscar Mayer, Maxwell House and Planters. Kraft announced the split last year in an attempt to bring more focus to its brands.
At Mondelez, Ms. Anderson will oversee brand strategy, communication, design and consumer insights, as well as strategic consumer and shopper insights, analytics and best practices, according to a recent internal announcement.
A former executive at DDB, Chicago, Ms. Anderson is seen as a driving force behind Kraft's recent agency roster shake-up and a new advertising philosophy that embraces cutting-edge creative, compared with the former conservative outlook. She described her approach late last year at the Association of National Advertisers conference in an unconventional, colorful and laugh-inducing presentation in which she encouraged marketers to take risks by "leaping."
It's not surprising that Ms. Anderson is following Ms. West to Mondalez, which will be built on faster-growing products that rely heavily on marketing. The brands that it will comprise had about $1.86 billion in worldwide ad spending on about $35.7 billion in sales in 2011, putting spending at about 5.21% of sales, according to Ad Age 's analysis of information in recent regulatory filings. The brands that will make up Kraft Foods Group, on the other hand, accounted for $535 million in ad expenses on $18.65 billion in sales, or about a 2.87% ad-to-sales ratio.
Kraft previously announced that Kraft Foods Group will be led by Tony Vernon, now exec VP-Kraft Foods North America.
Mr. Vernon received total compensation of $4.58 million in 2011, up from $3.66 million in 2010, according to a Securities and Exchange Commission report filed Monday. Ms. Rosenfeld received $21.9 million last year, including a $4.2 million performance bonus, compared with total compensation of $19.29 million in 2010, according to the filing.
Ms. West, who is keeping her CMO role at the snacks company, had total compensation of $4.2 million in 2011, including a $1 million bonus. The filing did not list what she made in 2010. It also did not list Ms. Anderson's compensation.