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Kraft Foods Archives: Managing Historical Content for the Enterprise

Kraft Foods Archives: Managing Historical Content for the Enterprise . ICA CITRA Oslo, Norway 16 September 2010. Becky Haglund Tousey, CA Senior Manager, Global Archives. Kraft Foods Corporate Overview. Largest food company in NA, second largest in the world

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Kraft Foods Archives: Managing Historical Content for the Enterprise

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  1. Kraft Foods Archives: Managing Historical Content for the Enterprise ICA CITRA Oslo, Norway 16 September 2010 Becky Haglund Tousey, CASenior Manager, Global Archives

  2. Kraft Foods Corporate Overview • Largest food company in NA, second largest in the world • Revenues approximately US$48 billion • Sales in approximately 170 countries • Operations (plants/offices) in 70+ countries • About 140,000 employees • Nearly US$100 million in charitable contributions • Worldwide Headquarters: Northfield, Illinois, USA 40+ brands 100+ years old

  3. Global Context Global content management Global Archives Team Global Brands Global Company

  4. Archives Mission • Responsibly leverage the company’s long-term records and information assets to meet current and future business needs and to enhance brands’ and company reputation • Create a dynamic continuum of corporate and brand documentation • Build relationships with employees across all regions and functions, offer exceptional customer service, be a valued business partner

  5. Archives Activities • Appraisal – Review universe of company records, identify those having enduring business value and ensure their transfer to Archives custody • Preservation/Access – Gain physical and intellectual control of records, in all formats, to ensure long-term preservation, access and authenticity • Reference/Research –Leverage information in those records to meet business information needs and support business goals

  6. Archives Support Business Activities • Marketing • Advertising, web content, consumer relations • Packaging design and creative reviews • Brand anniversaries, product placement, licensing • Corporate Affairs • External communications, media inquiries, kraftfoodscompanty.com content • Employee communications, executive presentations, speeches, fact checking, proof points • Legal • Litigation, trademark expansion and protection • Compliance & Integrity/Records Management – responsible handling of company records • Innovation • Resource and inspiration for innovation and growth ideas

  7. Archives Attributes • Legal – Compliance & Integrity • Decentralized staff and physical repositories • Centralized reporting to corporate • Common global processes, tools, standards • Flexibility to meet local business needs “BEST OF GLOBAL, BEST OF LOCAL”

  8. Global Archives Organization

  9. Vision: Integrated Archives Content Management • Ability to manage physical records and fully electronic records from one application suite • Common process, taxonomy allowing for differences in local practice, language • Common interface used by Archive staff in all locations • Ingest, manage, search records from all Archives locations • A “public” interface via intranet for employee self-service access to unrestricted records

  10. Content Management Solution Employee interface via Archives intranet site Global Archives staff interface Non-restricted content All content Search engine Repository of Digital Image Assets Repository of metadata aboutPhysical Assets Repository of fullyElectronic Records

  11. Three Digital Repositories • Visual assets • jpeg, tiff • born digital or digital surrogates of hard copies • Metadata, hard copy/analog records • Paper records • Printed material (publications) • Artifacts • Audio-visual material (Photographic, film, video) • Fully electronic records • Microsoft Office • PDF • born digital or digitized surrogates of hard copies

  12. Benefits – Business value • Enables consistent, more effective management of long-term records and information • Provides strong connections between digital and physical records • Improves search speeds and meaningful search results • Improves collaboration • Brings more historical content closer to employees – self-service access 24/7 • More time for value-added, strategic projects, outreach • Retires outdated stand-alone applications • Leverages current enterprise applications and platforms • Increases visibility of the Archives • Necessary to expand Archives services and support to underserved geographies

  13. Global Archives - Summary Responsiblymanage long-termrecords & information assets in supportof the company’s business strategies & goals Mission State of the art preservation program; physical & intellectual control over holdings Provide exceptional customer service. Fast, accurate and reliable research services Provide employee self-service access to as much information as possible Serve as the company’s Memory Bank. Avoid “Corporate Amnesia” Strategies Identify records of long-term business value (assets) Champion responsible handling of records throughout lifecycle History.kraft.com intranet Access Digital Repository - images Metadata for hard copy records Digital Repository – textual records .doc.pdf .jpg.tiff SQL Assets Professional, trained staff

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