The firewalls are being established to protect TBWA's Mars business. At the same time, the shift signals a budding global relationship between Omnicom and Kraft; last fall, the marketer handed TBWA global ad duties on its Tassimo coffeemaker brand, previously handled by WPP's Ogilvy.
Kraft did not return a request for comment by press time, and agency representatives either could not be reached or declined to comment.
Kraft devotes more than $30 million annually to Planters in domestic measured media, according to Kantar Media. For DraftFCB, this represents one in a series of Kraft brands that has departed recently; its Lunchables business was shifted to McGarryBowen, Chicago, while Kraft Macaroni & Cheese was moved to MDC Partners' Crispin Porter & Bogusky. Draft continues to handle several Kraft accounts, such as Oreos, Jell-O and Chips Ahoy.
While some marketers have during the past 12 months opted to consolidate many or all of their brands at a single holding company, Kraft has grown its agency roster. It now has accounts spread across shops at every major holding company, including: creative work at Omnicom Media Arts; WPP's Ogilvy; Dentsu-backed McGarryBowen; MDC Partners' Crispin; Havas' Euro; and global media work at Publicis' Digitas and Mediavest.
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Contributing: Emily York