Kraft consolidates media planning and buying in Europe

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LONDON -- Kraft Foods International announced Dec. 19 that it has consolidated media planning and buying across its European Union region business among Zenith Media, MindShare and Carat.

Zenith offices in London and Dublin will serve as Kraft's agency of record for the U.K. and Ireland; MindShare offices in Milan, Zurich and Athens will be AOR for Italy, Switzerland and Greece; and Carat offices in Paris, Brussels, Amsterdam, Madrid and Lisbon will be AOR for France, Benelux, Spain and Portugal.

Nordic media buying and planning were consolidated with Synergi/rf earlier in the year. Kraft's Germany and Austria region has yet to decide on a media AOR. Like its decision last week to consolidate media buying and planning in the North America with Bcom3's StarCom MediaVest, Kraft said the European consolidation will help the company better leverage its scale and take advantage of a plethora of new advertising possibilities, according to Nick Shepherd, VP-strategy and business development of Kraft's EU business. In October, Kraft invited Zenith, MindShare, Carat, OMD and CIA to submit proposals.

Zenith's portion of the win was estimated by the agency to be valued at about $70 million. Zenith was the incumbent in the U.K. portion of the account.

Copyright December 2000, Crain Communications Inc.

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