USA: Kraft consolidates media planning and buying in Eastern Europe
Branded food giant Kraft Foods' international business has consolidated strategic and tactical media planning and buying activities in Eastern Europe with the appointment of Starcom as its agency of record in Russia, Lithuania and Latvia.
Media planning and buying consolidations have already been announced for Kraft's international businesses in Western Europe, Central Europe, Asia Pacific and Latin America.
Piero Capizzi, VP marketing for Kraft's CEEMA region (Central & Eastern Europe, Middle East & Africa) added: "A single strategic partner will further promote sharing of best practices between countries, a benefit that has already materialised following the appointment of Starcom in Central Europe last year.
"This move will add further value as we integrate a consolidated approach to media buying and planning across our recently acquired Stollwerck confectionery businesses in Russia and Poland."
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