Kraft consolidates $120m Cadbury US media buying into Publicis

LONDON - Kraft has consolidated its $120m US media-buying duties for its Cadbury brands into Publicis Groupe.

Cadbury: Kraft consoidates its US media-buying duties
Cadbury: Kraft consoidates its US media-buying duties

The account was previously at US independent agency Horzion Media, which continues to retain the media-planning duties for Cadbury’s.

The move comes as Publicis-owned Starcom MediaVest Group (the Kraft incumbent) and Cadbury's media agency, PHD, battle it out for Kraft’s consolidated UK £50m media-planning and buying account across its Cadbury and Kraft brands in a closed pitch, as revealed by Campaign last week.

Kraft’s decision to move the media for its Cadbury brands into Publicis represents a consolidation of $745m in media-buying billings at Publicis-owned agencies MediaVest, Digitas and SMG.

The Publicis agencies joined to form dedicated unit to service Kraft's media account, called ‘One Team’, in the US earlier this year

In the UK, sources close to Kraft indicated that the media review will be followed by reviews of Kraft and Cadbury's UK advertising, direct marketing and digital agency relationships, as the confectionery and food giant looks to achieve savings.

Kraft took over Cadbury in an £11.4bn deal in February.

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