Very recently, we got a new neighbor on our block. Kraft Foods Group ;moved its marketing operations to our little strip of Michigan Avenue. We’re thrilled. Mainly because it signals a renaissance in urban business life. The move follows other suburban-based marketers, such as Heineken USA, PepsiCo and Discover, that have also opened city offices recently.
When suburban-based brands move to urban dwellings, it updates their brand personality making them more hip, more youthful. Others brands seeking the urban identity include Westchester County, N.Y.-based PepsiCo, which housed its global design and innovation team in New York City’s Tribeca neighborhood in late 2013. White Plains-based Heineken USA opened an office on New York City’s Park Avenue in 2010 for its marketing and innovation team.
We haven’t dropped by yet to welcome our new neighbors, but we hear delicious rumors about their digs: The environment is open concept and casual with a dynamite training room. Long tables replace cubicles so employees can easily plug in to work. We are thoroughly jealous of automated massage chairs, as well as a private room for nursing mothers. As a boutique agency we’ll just have to rely on the occasionally pedicure respite to get our jiggly chair massages.
Welcome to the ‘hood Kraft Food Group.