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Kraft completes 3-part media review

By Published on .

[London] Kraft Foods has completed a three-part review of media planning and buying in Europe by appointing Publicis Groupe's Starcom MediaVest to handle the business in Spain and Scandinavia and WPP Group's MindShare for Portugal. The review was prompted by Kraft's decision to consolidate most of its global media buying with Starcom MediaVest and MindShare. The two media agencies pitched head-to-head in three separate reviews covering the U.K.; Spain and Portugal; and Scandinavia. Aegis Group's Carat previously handled the Spanish and Portuguese markets and Omnicom's OMD had the Scandinavian account. The assignments strengthen Starcom MediaVest's hold on the Kraft business in Europe. The agency won the U.K. account last month after a shootout against MindShare.
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