Kraft calls a review of £16m UK media task

Kraft is reviewing its £16 million UK media planning and buying account as part of a wider global review.

The incumbent in the UK, ZenithOptimedia, has already been advised that it will lose the account as Starcom MediaVest Group and MindShare are vying for the business.

Kraft is reviewing on a market-by-market basis and wants to consolidate into one UK agency, while simplifying its arrangement with networks. Starcom already has strong relationships with Kraft in the US, while MindShare is strong in Asia.

However, the outcome of the pitch could be complicated by existing account conflict. MindShare handles Nestle's coffee business, a clash with Kraft's Kenco brand, while Starcom Media-Vest Group works for Cadbury, a conflict with Kraft's Dime and Terry's brands.

MindShare is also pitching for the global Nestle business and the outcome of this pitch could also affect the Kraft review. However, WPP is planning to launch a third media network to avoid such conflicts.

Antony Young, the chief executive of ZenithOptimedia, said: "We're proud of the enormous strides we've made in the past three years with Kraft UK to push media to the front of the marketing communications process. It's disappointing to be discriminated against for belonging to the wrong network."

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

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

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).