Sources close to Kraft said the company has been unhappy with DMB&B's creative work. However, today's announcement called the move a joint agreement and said with the sale of Kraft's bakery business, Kraft "no longer had critical mass" at the agency.
Young & Rubicam will get Crystal Light's $17 million account. True North Communications will get Cool Whip. J. Walter Thompson Co. is assigned Good Seasons and Lender's. Kraft also reasigned Post Grape Nuts (about $25 million) from Grey to True North, and is moving Velveeta from True North to Leo Burnett USA.
The move will leave DMB&B's New York office with only two major package-goods clients: Procter & Gamble Co. and M&M/Mars. Sources said DMB&B probably will lobby P&G for some food brands to replace the lost Kraft brands.