Kraft drops D'Arcy

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Kraft Foods Corp. took D'Arcy Masius Benton & Bowles, New York, off its creative roster on Monday. DMB&B's TeleVest unit will continue to buy media for the division of Philip Morris Cos. DMB&B's Kraft accounts--Cool Whip, Crystal Light, Good Seasons and Lender's Bagels--have about $65 million in billings.

Sources close to Kraft said the company has been unhappy with DMB&B's creative work. However, today's announcement called the move a joint agreement and said with the sale of Kraft's bakery business, Kraft "no longer had critical mass" at the agency.

Young & Rubicam will get Crystal Light's $17 million account. True North Communications will get Cool Whip. J. Walter Thompson Co. is assigned Good Seasons and Lender's. Kraft also reasigned Post Grape Nuts (about $25 million) from Grey to True North, and is moving Velveeta from True North to Leo Burnett USA.

The move will leave DMB&B's New York office with only two major package-goods clients: Procter & Gamble Co. and M&M/Mars. Sources said DMB&B probably will lobby P&G for some food brands to replace the lost Kraft brands.

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