Agencies circle Kraft’s Oreo account following DraftFCB Melbourne closure

Oreo: where next?

Agencies are lining up to take on the advertising account of Kraft’s fast-growing biscuit brand Oreo following the closure of its agency DraftFCB Melbourne last week.

The popular American biscuit, which has been mounting a serious challenge to Arnott’s iconic Tim Tam brand on Australia’s supermarket shelves, has been tipped to move to DraftFCB’s Sydney office, Droga5 or Publicis Mojo, since the latter two shops already handle a number of Kraft snack brands.

It is just over a year since Kraft reshuffled its deck of agencies working on its snack brands, with Droga5 added to the roster while GPY&R Melbourne and The Ross Partnership were dropped.

Droga5 handles Cadbury brands such as Boost, Cherry Ripe and Picnic, Publicis Mojo works on Cadbury Bitesize and Cadbury Creme Egg while Saatchi & Saatchi does Cadbury masterbrand and Cadbury Dairy Milk. JWT handles Vegemite, Philadelphia Cream Cheese and Kraft Peanut Butter.

A spokesperson for Kraft told Mumbrella that a decision had not yet been made, but a review was underway.

The well respected Melbourne office of DraftFCB, which has been in the market for around half a century, folded following the loss of lynchpin client Honda.

Mumbrella understands that a number of DraftFCB’s staff have already been offered jobs at other agencies, while key talent such as executive creative director Mat Garbutt are considering their options.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.