DMB&B North America President Richard Hopple called the parting, termed a "mutual decision" by both sides, an investment in the future.
Kraft recently sold its bakery division to CPC International. Though the brands represented just about 20% of DMB&B's Kraft billings, they were the agency's growth brands, Mr. Hopple said. CPC VP-Business Management Don Berman said for now the ex-Kraft brands will stay at DMB&B.
Other existing DMB&B clients with food brands include Procter & Gamble Co. and M&M/Mars Inc. An executive close to P&G said the marketer offered DMB&B its Duncan Hines and Folgers accounts (then and now with N.W. Ayer & Partners) nearly two years ago, but Chairman-CEO Roy Bostock took a pass in favor of Kraft.
Kraft is the second longtime client to leave DMB&B in a year. Anheuser-Busch Cos. ended a 79-year relationship in late 1994 after TeleVest took on media buying for Miller Brewing Co.-like Kraft, a division of Philip Morris Cos.
DMB&B's TeleVest will continue to serve as Kraft's agency of record for buying national adult TV time. True North's Foote, Cone & Belding office in Chicago got Cool Whip, which spent $20 million in 1994; the $10 million Good Seasons salad dressing business went to J. Walter Thompson USA; JWT's New York office picked up the $17 million Lender's Bagels account; and the $17 million Crystal Light brand went to Young & Rubicam.
Separately, Kraft moved the $26 million Post Grape Nuts account to FCB/Leber Katz Partners from Grey Advertising.