SMG's MediaVest, Chicago, will continue as Kraft's general market media agency of record and its Tapestry unit will pick up Kraft's multicultural media assignment, effective in January, from the Bravo Group, New York, which is currently responsible for multicultural media planning and buying.
Bravo will continue as a multicultural creative agency for Kraft, the client said in a statement. And Modem Media, New York, will continue to handle online media, Kraft said.
Kraft also will use such SMG units as IP, Entertainment and Relay for special initiatives and projects, said Don Miceli, vice president of media services for North America, in the statement. He said integration of Tapestry will "help us more effectively reach our increasingly diverse consumers."