Kraft to call media review?
Foods giant Kraft looks likely to call a media review at the end of this year when its contract with Carat expires.
Kraft has said that it was not currently reviewing and that Carat was “currently delivering to our expectations”, but did not answer Mumbrella’s questions on whether a review would follow at the end of 2013.
Kraft rolled over Carat’s contract at the end of last year, but it is unclear for how long.
The Melbourne-based company pooled its media into Carat after the acquisition of Cadbury in 2010. Carat already handled the Cadbury business, and took on the consolidated account from Mindshare.
According to sources, a review would cover all of Kraft’s brands, which include Cadbury, Vegemite and Philadelphia.
Kraft called a global media review for its new Mondelēz International snacking foods unit in August last year, although the Australian operation was unaffected.
The company shrunk its creative agency roster after a sweeping restructure instigated by former snacking division MD Amanda Banfield in August 2011. A few weeks ago, it emerged that had Banfield left Australia to take on a global role with the company in Switzerland.
Kraft Foods Australia is to change its name to Mondelēz International in the second half of this year after the company split its snacking and grocery divisions.
Robin Hicks
Carat was “currently delivering to our expectations”.
Read into that icy statement what you will, but it’ll take a lot of pencil sharpening to hold it.
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