Kraft Gives CP&B More Creative Work

MDC Partners Shop Picks Up Triscuit Account

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Kraft has handed more business to roster shop CP&B, this time creative work for Triscuit crackers. The marketer confirmed the win but did not provide further comment, while MDC Partners-owned agency declined to comment.

Earlier this year, Kraft called a review for the brand and it is understood that the incumbent, Havas' Euro RSCG Worldwide, did not participate.

Euro had the Triscuit account since 2007, when it also picked up Ritz and Toasted Chips in the same review. Other agencies on Kraft's roster include Dentsu's McGarryBowen, Interpublic Group of Cos.' DraftFCB and WPP's Ogilvy & Mather.

Both CP&B and McGarryBowen have been incrementally adding brands to their Kraft business. CP&B in March 2010 picked up Kraft's Macaroni & Cheese from DraftFCB, and in November picked up the Jello brand, also from DraftFCB. Among McGarryBowen's wins are Tassimo, Crystal Light, Maxwell House and Oscar Mayer, all of which were at Ogilvy & Mather.

For the past year, Kraft has been focused on re-examining its advertising agency relationships, and in most cases, it has moved brands to shops it has never worked with in the past. Most recently, Kraft put its global Trident gum brand up for review; incumbent JWT, part of WPP, is not defending.

Kraft in late July moved its A1 account to indie shop Creature , Seattle, from DraftFCB. Kraft also recently awarded WPP's Taxi the account for water enhancer Mio, which the marketers refers to as its "biggest new product investment in a decade."

Kraft in 2010 spent about $8 million in U.S. measured media on the Triscuit brand, just less than 1% of Kraft's total measured media spending for the year, according to Kantar.

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