Kraft's beverage insights leader to probe ad effectiveness at ARF
US — Coreen McGann, who led Kraft’s beverage consumer insights and strategy team for the past four years, has joined the Advertising Research Foundation’s research team (ARF) as executive vice president of advertising effectiveness.
McGann has worked for Kraft for 13 years. Latterly she oversaw research for brands such as Maxwell House, Capri Sun and Kool-Aid and before that led the shopper and innovation insights teams.
- Research recently interviewed ARF president and CEO Bob Barocci ahead of his planned retirement.Click here to read his thoughts on the organisation’s successes and the industry’s future challenges.