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.
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.Follow @MaisieMcCabe
This article was first published on campaignlive.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Middleweight Designer Purple Consultancy £27000 - £32000 per annum, London
- MW Integrated Designer Purple Consultancy £28000 - £32000 per annum, London
- FT to reveal first design overhaul in seven years
- David Hasselhoff to join Sorrell, Naughton and Shing at IAB Engage 2014
- Sky boosts Sky AdSmart's targeting capabilities for advertisers
- 5 key trends from Dmexco 2014
- Philips launches campaign for app-controlled lightbulbs
- Bosch secures sponsorship deal with Channel 4's Sunday Brunch