Kraft Foods has moved one stage further in its global plan to consolidate media planning and buying by region. The first stage, a review of US and Canadian media shops, culminated earlier this month with the axing of three agencies from the Kraft roster.

The foods giant has now initiated talks with a number of agency networks across Europe with the intention of channelling all media activity– said to be worth $200 million annually – into a single shop.

According to vice-president of strategy and business development Nick Shepherd, media operations in each European country will be reviewed with the possible exception of recently appointed agencies. It was premature, said Shepherd, to discuss which agencies will be invited to pitch.

“I've got an idea of the players,” he added, “and have tried to form a view on those agencies that we have a relationship with today in some shape or form.” Kraft was “not trying to create work”.

In the UK Zenith Media manages £29 million of Kraft spend across a brand portfolio that includes Bird's Dessert range, Carte Noire, Cracker Barrel, Dairylea, Kenco, Kraft dressings, Maxwell House and Philadelphia.

Kraft's European media portfolio also includes Carat, CIA MediaNetwork, MindShare, The Media Edge and Starcom Motive.

News Source: CampaignLive (UK)