Kraft set to cut its ad agency roster to three
Kraft is to cut its creative agency roster to just three from its current nine or so, the company has announced.
The move comes after last year’s purchase of Cadbury’s by Kraft.
Among the agencies the move potentially has the biggest impact upon are Saatchi & Saatchi, which was active on the Cadbury’s side of the business, and JWT on the Kraft side.
Other agencies previously identified as being on the roster include George Patterson Y&R, Badjar Ogilvy, Euro RSCG, DDB New Zealand, DraftFCB, Ross Partnership and Publicis Mojo.
Today’s announcement from Kraft said:
“Kraft Foods Australia/New Zealand (ANZ) will realign its creative business to three core agency partnerships, in a move that will achieve sufficient scale to support greater strategic and better resourced relationships.
“The decision to cluster the creative business to three core partnerships comes off the back of a three-month scoping phase.
“The appointment of the three partnerships will be progressed separately. Kraft Foods ANZ will now commence a tender process to appoint one of the three partnerships that will include some chocolate, biscuits and candy brands. A small number of creative agencies have been invited to take part in the competitive pitch. The outcome of this process is anticipated to be completed by June 2011.
“The process to appoint the remaining two creative agency partnerships will be completed by June 2011.”
Last June saw the consolidated Kraft media account go to Carat, which had been incumbent on the Cadbury’s side, at the expense of Mindshare.
The process is being led by Amanda Banfield, Kraft Foods’ director of marketing.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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This is all very interesting, but when will Kraft finally release Chocolate flavoured cheese, or Cadbury release cheese flavoured chocolate?
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