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 €30 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."
Kraft brands include Kenco coffee, Terry's Chocolate Orange, Philadelphia and Dairylea.
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