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