The World: New York - Kraft in talks to reduce number of agencies

Speculation is mounting that Kraft Foods, whose global adspend is more than $1.5 billion, is poised to trim its agency roster.

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.

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