Kraft names media contenders

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Kraft Foods International named a list of contenders in its media agency review, which will consolidate its estimated $200 million European media business. Agencies invited to participate include Carat, CIA, Young & Rubicam's Media Edge, WPP Group's MindShare, Omnicom Group's Optimum Media Direction Worldwide and Zenith Media Worldwide (co-owned by Cordiant Communications Group and Publicis Groupe). London-based Kraft Foods International's European Union region currently works with 14 different agencies for planning and six for buying. A selection is expected by yearend. Kraft's European review will include Austria, the Benelux countries, France, Germany, Greece, Ireland, Italy, Portugal, Spain, Switzerland and the U.K.

Copyright October 2000, Crain Communications Inc.

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