Todd Kaplan, CMO of Kraft Heinz, emphasizes the importance of integrating culture into marketing strategies to enhance brand relevance and consumer engagement. He highlights successful campaigns that leverage cultural moments, such as collaborations and social media interactions, as well as strategies for fostering creativity and consumer connection. Kaplan advocates for a consumer-obsessed approach to marketing that drives conversations and meets audiences where they are.

The article discusses a poll aimed at identifying the most influential creative figure of the past 25 years, inviting readers to vote and share their opinions. It highlights various candidates from different fields, emphasizing their impact on creativity and culture. The debate encourages engagement from the creative community to settle this ongoing discussion.