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WHO IS MIGUEL PATRICIO, AND WHAT IS HE GETTING HIMSELF INTO? : Kraft Heinz is a notoriously stingy spender, but the company's incoming CEO is a big believer in creativity-and might just defy the industry's expectations

Jun 24, 2019 - Advertising Age

When Miguel Patricio, former Anheuser-Busch InBev global chief marketing officer, was announced as the next CEO of Kraft Heinz earlier this year, you'd be forgiven for assuming job cuts were coming. After all, both companies are affiliated with penny-pinching Brazilian investment firm 3G Capital, which has a reputation for shuffling executives between its companies.

But this time could be different. Those who know him say Patricio is more obsessed with marketing excellence than number-crun...