KRAFT CONSOLIDATES EUROPEAN MEDIA BUSINESS WITH TRIO OF AGENCIES
By Adnews Staff
Kraft Foods International has consolidated its strategic and tactical media planning and buying activities in the European Union region with a trio of agencies. Zenith Media of London has been named agency-of-record for the company's UK and Ireland business area. Mindshare of Milan has been named AOR for the Italy, Switzerland and Greece business area. Carat of Paris has been named AOR for Kraft's France, Benelux, Spain and Portugal business area. The selection process is ongoing for the company's Germany and Austria business areas. Shortlisted in that selection process are Mindshare, Carat, OMD and CIA. Kraft invited the five shops to submit proposals for consolidated media planning and buying in individual countries and across country clusters in October. The assignments come just days after Kraft Foods consolidated its North American general market media planning and buying business with Starcom MediaVest Group. Starcom has offices in Chicago, New York and Toronto.