Kraft Names 360i to Lead Oreo Digital Account

Incumbent Razorfish Does Not Defend Business for Cookie Brand, Now at Dentsu Shop

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NEW YORK (AdAge.com) -- 360i has been named lead digital agency on Oreo, a Nabisco brand under Kraft Foods, according to a company spokesman.

The New York-based shop, which Dentsu Holdings USA acquired in January, will lead digital strategy and execution for Oreo. This is its first assignment for Kraft.

The win brings another Kraft brand to Dentsu Holdings USA, U.S. arm of Japanese ad giant Dentsu. In 2009 alone, Dentsu Holdings USA's McGarryBowen added Kraft brands such as Oscar Mayer, Philadelphia Cream Cheese and Maxwell House to existing business with North America's largest food company.

Razorfish previously handled the Oreo digital account, and chose not to defend the business. The Publicis Groupe digital agency will continue to work on other Kraft brands, including two large snacks brands, Chips Ahoy cookies and Ritz crackers. Razorfish declined to comment and referred calls to the client.

DraftFCB remains the above-the-line agency for Oreo. Kraft spent $57 million in measured media during 2008 on the cookie brand, according to Kantar Media.

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