Kraft also shifted the line's media planning and buying to Bcom3 Group's MediaVest, Chicago, from Campbell Mithun and Corinthian Media, New York, respectively.
FCB already handles Kraft brands Easy Mac and Stove Top Oven Classics. MediaVest is Kraft's media agency of record.
The move follows a string of consolidations by marketers and their agencies. Last month, Kraft purchased the pasta line from Borden Foods Corp, which spent at least $14 million in measured media on the brand since launching it in 2000.
In May, Kraft rival General Mills, maker of the Bowl Appetit line, a direct competitor to It's Pasta Anytime!, consolidated its advertising at Campbell Mithun.