USA: Kraft Foods plans to consolidate media planning and buying
Kraft Foods, the nation's largest branded food company, announced today that it plans to consolidate general market media planning and buying activities for both the U.S. and Canadian businesses. Kraft is inviting Starcom MediaVest Group, Mindshare, OMD/Canada and FCB/TN Media to submit proposals, with a selection to be made before the end of the year. "The U.S. and Canadian media landscape is changing dramatically, creating an exciting new mix of advertising possibilities," said Don Miceli, Vice President, Media Services. "To help Kraft make the most of this new environment, we need world-class media resources who can design and deliver superior integrated media strategies. "Currently, we are working with a number of agencies for planning and buying, and our goal is to optimize media operations while taking into account the unique aspects of the U.S. and Canadian media landscape and market environment," Miceli noted. "We will consider different options for consolidation, including a single agency for all media activities." Kraft Foods, headquartered in Northfield, IL, is the North American food business of Philip Morris Companies Inc., and includes Kraft Canada Inc. with headquarters in Toronto, Canada. For more information about Kraft in the U.S. and Canada, visit our website at
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