KRAFT CONSOLIDATES MEDIA BUSINESS WITH STARCOM
By Adnews Staff
Kraft Foods, based in Northfield, IL, has awarded its consolidated North American general market media planning and buying business to Starcom MediaVest Group of Chicago. Kraft had invited SMG, Mindshare, OMD/Canada and FCB/TN Media to submit proposals for its consolidated media planning and buying activities in September. Previously the company went to a variety of agencies for its media needs. In addition to its media AOR appointment, Kraft has reassigned most of its U.S. and Canadian creative work to Foote, Cone & Belding, Oglivy & Mather and J. Walter Thompson. Both the U.S. and Canadian Kraft pourable dressings will move from Leo Burnett to FCB, along with the U.S. Velveeta business. The Canadian General Foods International Coffees products and Kool-Aid powdered drinks business will move from Young & Rubicam to O&M. The Jell-O brand, previously with Y&R, moves to FCB, while Post kids' cereals moves from BBDO to O&M. Not affect by the company's creative realignment is Kraft's worldwide relationship with Leo Burnett on the Altoids mints business and Young & Rubicam's global work on the company's Toblerone business and other chocolate brands. In the U.S., Crystal Light powdered drinks and Balance Bar energy bars move from Y&R to O&M. The General Foods International Coffees products also moves from Y&R to FCB.