Kraft Shifts Planters Creative From Interpublic's DraftFCB to Omnicom

Holding Company Will Set Up Unit to Handle Biz Through TBWA/Chiat/Day

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NEW YORK (AdAge.com) -- Kraft Foods is shaking up its agency roster again, this time shifting creative duties on its Planters brand from Interpublic Group of Cos.' DraftFCB to Omnicom Group -- which plans to set up a conflict unit called Media Arts, New York, reporting up through TBWA/Chiat/Day, people familiar with the matter said.

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.

For the Planters work, Omnicom triumphed over Interpublic's Martin Agency and Publicis-backed Bartle Bogle Hegarty, executives said. Draft opted not to try to defend the business.

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

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