Kraft gears up for review of Kenco business

Kraft has been talking to a number of creative agencies with a view to reviewing its £7 million Kenco business, currently held by JWT.

The agency has work in production for the coffee brand but it did not deny that the client was talking to other advertising agencies.

The company is understood to have approached both roster and non-roster agencies about Kenco.

JWT was forced to pitch against Ogilvy & Mather for a Kenco brief earlier this year. JWT, which has handled the account for 15 years, was handed the new task to raise the brand's profile in the UK after Kraft flagged up Kenco as one of its "power brands". It is understood that JWT has not yet cracked this brief.

In 2004, Ogilvy & Mather and JWT picked up most of Kraft's global creative work after the company dropped Young & Rubicam from its international roster.

The realignment saw Y&R lose accounts across Europe. Its Paris and Frankfurt offices lost Kraft's Milka, Lachta and Suchard brands to JWT, while Rainey Kelly Campbell Roalfe/Y&R lost Toblerone to Ogilvy & Mather.

In January 2001, JWT dropped the actress Cherie Lunghi, the longtime face of Kenco, in favour of using "real people".

The actress, who was hired to counter the Nescafe Gold Blend couple, played the head of a fictional coffee company for nine years.

Kraft denied a full-scale review was taking place. Maria Surricchio, the category director, said: "We talk to other agencies all the time, all over the world. It doesn't mean there is going to be a review."

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