PHD Snags Kraft's $70M U.K. Media Business

Shift to Consolidate Media Buying and Planning for Food Brands Something of an Upset for Starcom

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NEW YORK ( -- Omnicom Group's PHD has won the $70 million consolidated U.K. media planning and buying account for Kraft Foods' Kraft and Cadbury brands.

PHD was the incumbent on the Cadbury business, while Publicis Groupe's Starcom had managed the Kraft portion of the account. Both shops had been in competition for the consolidated business, and PHD's win seems to be a bit of an upset. Just last week, Publicis seemed to strengthen its position with Kraft after media-buying chores on the $120 million U.S. Cadbury portfolio were consolidated among Publicis agencies MediaVest, Digitas and SMG.

PHD referred calls for comment to the client.

The review, which was launched earlier this month, was another cost-savings play by Kraft since its $19 billion acquisition of Cadbury earlier this year.

Last December PHD also won Unilever's $450 million consolidated media account in China -- which includes Hong Kong and Taiwan -- beating incumbents Interpublic Group of Cos.' Initiative and WPP's Mindshare.

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