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(Sept. 4, 2001) LONDON -- Kraft Foods has consolidated its $30 million media spend in Poland, Hungary, Czech Republic and Slovakia, into Bcom3 Group-owned Starcom Worldwide.

The win is a major coup for Starcom as WPP Group-owned Ogilvy & Mather Worldwide and J. Walter Thompson Co. handle the bulk of creative for the Philip Morris Cos.-owned food business in Europe.

WPP's MindShare was the incumbent in all the four markets except Poland, which was already with Starcom. Also pitching was Zenith Media, jointly owned by Publicis Groupe and Cordiant Communications Group.

Starcom handles the Kraft's media business in the U.S.

Philip Dickinson, confectionery marketing director for Kraft Foods, said, "We need a media partner who can deliver the best value for our media investment. Starcom have clearly demonstrated they can deliver this." -- Ali Qassim

Copyright September 2001, Crain Communications Inc.

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