KRAFT SHAKES UP AGENCIES
By Adnews Staff
U.S.-based Kraft General Foods has ended a 66-year relationship with D'Arcy Masius Benton & Bowles of New York. The business formerly handled by DMB&B has been divided among other agencies already on Kraft's roster. Kraft officials were unavailable yesterday to comment whether the move would affect Canada, but DMB&B of Toronto doesn't have any Kraft business north of the border. In Canada advertising is handled by the Toronto offices of Leo Burnett Company, BBDO Canada, J. Walter Thompson, Grey Advertising and Ogilvy & Mather Advertising. In the U.S., DMB&B handled the Good Seasons Salad Dressings, Cool Whip toppings, Lender's Bagels and Crystal Light drinks brands. Now, JWT will handle the Good Seasons and Lender's brands. Foote, Cone & Belding will have the Cool Whip brand and Y&R will take care of the Crystal Light account. In Canada BBDO creates ads for Cool Whip, and O&M has the Crystal Light business. Separately, Kraft made two other agency switches. It moved its Post Grape-Nuts cereal to FCB from Grey Advertising after a review. Kraft told Adnews in an earlier interview that the move wouldn't affect Canada. O&M has the Grape Nuts business in Canada. As well, Kraft moved its Velveeta Shells and Cheese Dinner to Leo Burnett Company of Chicago from FCB. In Canada, JWT has the Velveeta brand.