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Campbell’s new marketing strategy

The Campbell Soup Company has appointed Yin Woon Rani to the newly created role of VP of integrated marketing, effective Jan. 2, 2014. She will be based at Campbell’s world headquarters in Camden, N.J.

Rani will be responsible for establishing the strategic direction for Campbell’s advertising, media, global design and digital marketing and social media, and for ensuring alignment with Campbell’s business strategies.

She will work closely with business unit marketing teams and oversee the company’s creative, media, digital and design agencies around the world, and will report to Michael Senackerib, SVP, chief marketing officer.

Rani has nearly 20 years of global advertising agency experience in account management across multiple sectors, ranging from consumer packaged goods and restaurants to retail and entertainment. She has directed integrated marketing campaigns and pioneered social media efforts for well-known brands, and led multiple new product launches. Additionally, she possesses extensive expertise in agency management, integrated marketing, client partnerships and business development.

Prior to joining Campbell, Rani was president, North America, for global media company Universal McCann, the largest operating unit within IPG’s Mediabrands group, where she managed more than $7 billion in billings for the full-service media agency with approximately 1,000 employees. Rani was responsible for all North American operations, including new product and service offerings, strategy and innovation, planning and buying and business development. Additionally, she led significant change management efforts across five offices to upgrade talent and integrate strategy, online and offline media and custom content.

“Yin is a great addition to our marketing team and brings extensive strategic capabilities that will complement our existing talent and help us develop a world-class global marketing organization,” said Senackerib. “Her broad experience will be instrumental in leading our efforts to create integrated consumer experiences and ensure our brands have purposeful positions in the lives of people who enjoy our foods and beverages. Yin’s expertise leading teams and crafting breakthrough creative will help strengthen Campbell’s relationships with our loyal existing consumers and find compelling ways to connect meaningfully with new consumers.”

Rani started her career in 1996 at Grey Worldwide. During her 15-year tenure at Grey, Rani oversaw accounts for GlaxoSmithKline, Proctor & Gamble, Hasbro, J.M. Smucker’s Co. and Mars, ultimately achieving the title of SVP by 2003.

Rani has a bachelor’s of arts from Yale University and a master’s of business administration from the Stern School of Business, New York University. She is a board member of the Ad Club of New York and a member of Advertising Women of New York, Step Up Network and the media advisory council for the American Association of Advertising Agencies.

 

 

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