Kraft streamlines Euro direct roster

Kraft has reduced the number of below-the-line agencies it works with from hundreds to just six, and created a new roster of customer relationship marketing and direct marketing agencies to work on its brands across Europe.

Arc and Momentum will handle consumer promotions across the continent, and Wunderman will be the lead CRM network, understood to have an annual below-the-line budget of EUR30 million.

Landor, Dragon Rouge, PI Global and Holmes & Marchant will handle packaging design. All of the roster agencies are international networks, which was a key factor in the consolidation process.

Some of Kraft's marketing activities will be supplemented by local agencies.

Deanie Elsner, the vice-president of marketing services for Europe at Kraft, said: "This new roster enables us to implement best practice faster and more creatively."