Starcom Wins $800m Kraft Media Biz

15 December 2000

According to insiders, Bcom3’s global media planning and buying unit Starcom MediaVest has won Kraft Foods’ newly consolidated USA media account worth an estimated $800 million. Chicago-based Starcom, a sibling of Kraft’s creative agency Leo Burnett USA, already services the client’s national TV and adult-targeted categories.

Also-rans in the contest are WPP-owned MindShare, which currently handles Kraft's radio planning and buying; and TN Media, a unit of True North Communications. Both are related to agencies on Kraft’s current creative roster: MindShare to Ogilvy & Mather/J Walter Thompson and TN Media to FCB Worldwide.

Despite the leaked news of the win, neither victor nor client were prepared to comment.

News source: Advertising Age - Daily Deadline