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Kraft Foods Archives: Managing Historical Content for the Enterprise .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Managing Historical Content for the Enterprise

ICA CITRA

Oslo, Norway

16 September 2010

Becky Haglund Tousey, CASenior Manager, Global Archives


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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


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Global Context

Global content management

Global Archives Team

Global Brands

Global Company


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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


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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


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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


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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”



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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


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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


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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


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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


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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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