[London] In the first of three regional European reviews, Kraft Foods U.K. & Ireland appointed Publicis Groupe's Starcom
Media-Vest starting July 1 to handle its $25 million media planning and buying account after a head-to-head pitch against the food giant's other international agency, WPP Group's MindShare. Publicis' ZenithOptimedia, the incumbent, was not invited to pitch because Kraft's goal is to consolidate most of its media buying globally with MindShare and Starcom. Decisions on the two other European regional pitches-Spain and Portugal, where Aegis Group's Carat
is the incumbent, and Scandinavia, now at Omnicom's OMD
-are expected by the end of the month.