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Burnett loses as Kraft realigns int'l foods work

Published on .

Leo Burnett Co. was the big loser in a realignment of Kraft International Foods brands. Burnett lost its worldwide mayonnaise business to J. Walter Thompson Co., which handles the brands in the U.S. A spokesman said the moves were to consolidate along brand lines. Ogilvy & Mather, the U.S. agency for Maxwell House, got the brand in Germany from Y&R Advertising. Y&R picked up Suchard confections in some European markets, including the Bulgarian business from O&M. O&M will be agency of record for Tang in all markets except the Philippines, where JWT, given its strength in that market, keeps the business. Kraft said the shifts were "minor in terms of billings changes except in the case of Leo Burnett."

Copyright December 1997, Crain Communications Inc.

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