[London] Kraft Foods has dropped Young & Rubicam
from its international roster of agencies, handing the extra business to sibling WPP Group agencies Ogilvy & Mather
and J. Walter Thompson. The changes mainly affect Europe, where brands are being moved around so each product category is aligned globally with an agency network. Ogilvy, for instance, takes over global responsibility for confectionery products including Toblerone, Milka, Lacta and Suchard. J. Walter Thompson takes on Saimaza coffee in Spain, and in Italy will work on cheese brands Giravolte and Osella, plus canned meat Simmenthal. A Kraft Europe spokeswoman said the roster changes are in line with a global-marketing strategy to realign the business with three networks: Ogilvy, JWT
and Interpublic Group of Cos.' Foote Cone & Belding. In the U.S., Kraft works mainly with Ogilvy and FCB. The creative consolidation follows a pan-European media review two months ago that split the Kraft business between Publicis Groupe's Starcom MediaVest
and WPP's MindShare.