KRAFT CONSOLIDATING MEDIA BUSINESS
By Adnews Staff
Kraft Foods, based in Northfield, Illinois, is consolidating its U.S. and Canadian media planning and buying accounts. The company announced it has invited several agencies including Canadian shops Starcom MediaVest Group, Mindshare, OMD Canada and FCB/TN Media to submit proposals. A decision is expected to be made before the end of the year. Kraft has had experience with all of the agencies that have been invited to submit proposals, Guy Nadeau, spokesperson for Toronto-based Kraft Canada said. Don Miceli, vice president, media services, said Kraft is looking to optimize its media operations after working with a number of agencies for its media needs in the past. He added, consolidation options includes hiring one agency for all media needs.