Tuesday, May 26, 2015
1:25 - 1:50 PM
Ted Talks - Trinity Ballroom One

The Ties that Bind

Kellogg’s faced a strategic challenge. Two highly disparate markets - the US and China - had been identified as key regions poised for opportunity and growth in an important emerging category.

But how to bring their business closer to these consumers in a truly empathetic and strategic way when separated by language, land and oceans? And do so without breaking the budget?

The Ties That Bind is an engaging visual presentation, including a three minute documentary film from actual project fieldwork. It tells the story of how through partnership with The Sound Research, Kellogg’s harnessed universal research tools and empathetic storytelling to unite two markers and be inspired by consumers from around the world.

Caroline Fletcher
Vice President, The Sound Research

The Sound Research is the fastest growing boutique qualitative research agency in the world. With a staff over 40 across six offices, we believe in research that is always brilliant, never boring. Caroline Fletcher is Vice President and Head of Toronto. With over 10 years of experience, Caroline has conducted research internationally for some of the world’s biggest brands.

An accomplished presenter, Caroline was a highly regarded keynote speaker at the 2014 MRIA National Conference in Saskatoon.


Camilla Jenkins
Director, Global Insights & Planning, Kellogg's

Kellogg's is a multinational food manufacturing company
headquartered in Michigan, USA. The company's brands include Rice Krispies, Special K, Keebler, Pringles, Pop-Tarts, Cheez-It and Nutri-Grain. Kellogg's products are manufactured in 18 countries and marketed in over 180 countries. Kellogg's purpose is to "Nourish families so they can flourish and thrive".

With over 15 years’ experience, Camilla Jenkins is a Consumer Insights professional who provides consumer-centric strategic direction to Kellogg Company globally; crossing borders and travelling over oceans to ensure the consumer voice is understood and acted upon. Camilla currently leads the Global Snacks Insights & Planning team for the Global Marketing group.