Kraft Consolidates North American Creative with Three Shops

19 December 2000

Kraft Foods, fresh from the review of its media business [WAMN: 15-Dec-00], is consolidating $100 million-worth of North American creative duties at three agencies.

The trio are FCB, J Walter Thompson and Ogilvy & Mather. FCB gains the Velveeta and Kraft pourable dressings brands, formerly at Leo Burnett, while Young & Rubicam loses the Balance Bar and Crystal Light brands to O&M, and the General Foods International Coffees range to FCB.

Despite losing these accounts in the US and Canada, Leo Burnett retains worldwide duties for Altoids, while Y&R continues as global agency for Toblerone.

News source: New York Times