Kraft Heinz puts global media account up for pitch
Kraft Heinz’s global media account, reportedly worth close to AUD$1bn, is up for pitch, coinciding with the expiration of the brand’s contract with Publicis agency Starcom.
Along with Publicis, Omnicom, Dentsu and WPP are understood to be involved in the pitch process, which is running despite the severe disruptions the industry is experiencing as it attempts to navigate the effects of COVID-19.
The Kraft Heinz brand portfolio
Kraft Heinz said the review is to ensure the brand is best positioned for success.
“Our contract with Starcom Worldwide is expiring this year, so Kraft Heinz is exploring opportunities for its global media planning and buying operations to ensure we are positioned for success in 2021 and beyond,” said Michael Mullen, Kraft Heinz’s senior vice president of corporate affairs.
Starcom won the business in 2016 following the merger of Kraft and Heinz, which saw the brand become one of the largest food and beverage companies in the world.
In late 2017, Cummins and Partners won the brand’s creative account from incumbent Channel T.
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Almost twenty years in this industry and I have seen some crazy stuff. I reckon this is the worst thing I have ever seen a marketer do to their agencies. Inhuman.
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Yes I’m sure the agencies involved are thrilled to be working up pricing charts and servicing models in the middle of a once in a lifetime Global pandemic. If this is indicative of Kraft’s partnership model they can keep it.
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How about in times like these we have some honesty in Pitches. This is not a Media Pitch, it is a Pitch for a new Bank and provider of short term money lending with massively destructive payment terms and the lowest cost. I’d think the Reserve Bank with an unsecured lending offer with no repayments for 180 days is best positioned for success.
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