Kraft Food’s former Consumer Insights and Strategy leader Coreen McGann has joined the Advertising Research Foundation (ARF) as Executive Vice President, Advertising Effectiveness.

McGann, who has worked at Kraft Foods since 2000, latterly served as Senior Director, Consumer Insights & Strategy for the Kraft Beverages division which includes Maxwell House, Crystal Light, Capri Sun, and Kool-Aid. Prior to that role, she led Shopper and Innovation insights teams at the company.

During her time with Kraft, McGann was a member of a core team that guided the creative development, implementing new methodologies to uncover consumer motivations.

Web site: www.thearf.org .

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