Kraft media agencies face regional review

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 29 September 2000 12:00AM

Kraft Foods has begun talks with media agency networks about the review of its dollars 200 million European media planning and buying account as it looks to consolidate into macro regions.

Kraft Foods has begun talks with media agency networks about the review of its dollars 200 million European media planning and buying account as it looks to consolidate into macro regions.

Nick Shepherd, the vice-president of strategy and business development for Kraft Foods, said each country would have its media arrangements reviewed unless an agency had only recently been appointed.

Shepherd said: 'We are not trying to create work. If a media agency has been very recently established, then we would think twice as to whether we would include it or not. Otherwise, I'm not aware of any reason why a country should not be included.'

Shepherd said it was too early to discuss which agencies would be included in the pitches, but added: 'I've got an idea of the players and have tried to form a view on those agencies that we have a relationship with today in some shape or form.'

In the UK, the account, worth pounds 29 million, is held by Zenith Media, which works on brands such as Philadelphia, Dairylea, Carte Noire, Bird's Dessert range, Maxwell House, Kenco, Kraft dressings and Cracker Barrel. Kraft's key agencies across Europe include Carat, CIA, MindShare, The Media Edge and Starcom Motive.

Earlier this month, Kraft also announced that it would cut out three agencies from the review of its US and Canada media agency roster.



This article was first published on campaignlive.co.uk

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