Greg Guidotti | The Innovator 25 Americas 2017
Charting the future of public relations

2017 Innovator 25 Americas - Greg GuidottiThe Innovator 25:

Greg Guidotti

Head of Marketing, Oscar Mayer
Kraft Heinz
Chicago

“When you put the consumer at the center, you are always inspired to do/be better.”

Guidotti was behind the revamping and reintroducing of two of America's most iconic products — Kraft Macaroni & Cheese and Oscar Mayer hot dogs. Most notably, the "World's Largest Taste Test" campaign for Kraft Macaroni & Cheese boldly introduced a new recipe that dropped artificial ingredients by not announcing it, giving people a chance to sample it without the expectation that it would be changed. The effort led to a double-digit sales increase and has won major awards, including the Grand Prix at the Jay Chiatt Awards for Strategic Excellence, three One Show Pencils and Gold and Innovation SABRE Awards.  

How do you define innovation?
Thinking and executing differently. Dreaming big, being bold...and then executing.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
I really liked "swear like a mother" program run by the current Kraft Mac & Cheese team. Grounded in consumer reality, and bringing KMC into the discussion.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
No specific brand/agency comes to mind here.
Describe a moment in your career that you would consider 'innovative.'
Creating an outbound licensing program for Duracell Batteries to drive brand relevance where the business had no footprint. With this, established both a revenue stream...and a path to building equity.

Who do you admire for his/her approach to innovation? 
I very much admire my KHC counterpart Michelle St. Jacques, who drive great connections and creativity...all while playing big and boldly to break-through.

How do you get out of a creativity or productivity rut?
Get out in the market. Walk stores with consumers and customers. When you put the consumer at the center, you are always inspired to do/be better.

What advice would you give to the PR industry around embracing innovation?
Find those angles where the consumer is most receptive...in the way that the consumer wants to engage.

In your opinion, what's the most innovative place in the world?
Spending almost three years in Singapore, I was impressed and inspired by the level of innovation and change that the country went through. Grounded with a clear vision to be a leading nation, Singapore is a model for driving and executing innovation that drives a positive difference.

What's your favorite hobby that's not work-related?
I like to clear my head by running or biking. Anything with my wife and kids is special.