Kraft in £200m media and digital agency rethink

Kraft Foods, the Swiss-based company, is set to review its estimated £200 million European media planning and buying arrangements, including the £39 million account held by PHD in the UK.

Cadbury: PHD is the incumbent on the media account
Cadbury: PHD is the incumbent on the media account

The move follows Kraft’s decision to spin off its North American grocery division from its global snacks business, which was approved by the company’s directors earlier this month.

Separately, Kraft has also issued an RFI to digital and media agencies ahead of a European review of its digital relationships.

Omnicom’s PHD was awarded the Cadbury account in 2008 and added the Kraft business in 2010 after going head-to-head against Kraft’s agency Starcom. This was prompted by Kraft’s £12 billion takeover of Cadbury.

WPP’s Mindshare works with Kraft in parts of Western Europe, Aegis Media handles the business in Bulgaria and Starcom MediaVest Group looks after parts of Eastern Europe.

Chrystel Barranger has recently taken the new role of vice-president, snacking and marketing services at Kraft.

As well as Cadbury, the group’s brands also include Carte Noire, Kenco, Dairylea, Philadelphia, Oreo and Ritz.

Derek Luddem, the area media manager for the UK, Ireland and Nordic at Kraft Foods, declined to comment on its plans to review.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published