MELBOURNE: Cadbury marketing head Amanda Banfield has been appointed as Kraft director of marketing following the takeover of the Cadbury business.
Banfield replaces Kraft director of marketing Michael Magee, who coincidentally also left the top job at Cadbury in February last year to take over at Kraft.
Kraft is yet to announce Magee's next move, "Michael is working with Kraft on a variety of opportunities,” said a spokesman. He added there had been no redundancies in the marketing department.
Banfield will be responsible for the combined Kraft and Cadbury marketing division across Australia and New Zealand.
Banfield was a high profile appointment at Cadbury last year [AdNews, 24 April p1] when she joined from the UK where she was instrumental in the renowed “Gorilla” Dairy Milk campaign.
Kraft’s rostered creative agencies are JWT, Badjar Ogilvy and Draft FCB. Kraft retained its media agency Mindshare Melbourne in September after a global review of its suppliers.
A Kraft spokesman said it was "too premature" to discuss potential agency reviews following Banfield's appointment.
Banfield reduced the number of agencies on the Cadbury creative roster in November to include George Patterson Y&R Melbourne, Saatchi & Saatchi Sydney and Publicis Mojo. Cadbury's Media agency is Carat.
Kraft spent $11.3 million in the 12 months to November 2009, down on $14.4 million in the previous corresponding period, while Cadbury had a main media spend of $25.3 million, up on $24.7 million, according to Nielsen.
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