Kraft consolidatesat Starcom, realigns creative assignments

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Kraft Foods confirmed today that it has named Starcom MediaVest Group as its agency of record for general market media planning and buying for its U.S. and Canadian businesses. Kraft today also announced a move to consolidate North American creative assignments at FCB Worldwide, Ogilvy & Mather and J. Walter Thompson.

Young & Rubicam, New York, will continue to handle Kraft's Callard & Bowser chocolate brands, among them Toblerone, Milka and Terry's, but will lose Crystal Light and Balance Bar brands to O&M and General Foods International Coffees in the U.S. to FCB. In Canada, GFIC and Kool-Aid will move from Y&R to O&M. Leo Burnett Co. will continue to handle creative for Altoids worldwide, but will lose responsibilities for Kraft pourable dressings in the U.S. and Canada and Velveeta in the U.S. to FCB.

Although the realignment does not include the newly acquired Nabisco brands, Kraft will be meeting with Nabisco executives over the next few weeks to determine agency assignments for the brands, according to a Kraft spokeswoman. JWT and FCB have been roster agencies for Nabisco brands along with North Castle Partners, Stamford, Conn. Nabisco spent $187 million in measured media in 1999, $188 million from January through August of this year.

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