Marketing executives at Kraft, whose products include Maxwell House coffee and Planters peanuts, have been meeting roster shops. "This is about them getting down to a smaller number of agencies," an industry source said.
Kraft denies any such plans. However, the company is under mounting pressure from Wall Street, commodity price increases and cost-conscious consumers.
The company's roster agencies include the Havas-owned Euro RSCG, Interpublic's DraftFCB, Publicis Groupe's Kaplan Thaler and the independents Nitro and mcgarrybowen.