The Kraft Heinz Company has switched its media account to Dentsu Aegis Network’s Carat for its international business.
The food group is keeping Starcom Worldwide, which has handled all the company’s global media buying and planning since 2018, as its agency of record within the US.
Four media agencies participated in this eight-month global review.
Locally, Carat in Australia and New Zealand will be handling the account from Spark Foundry.
Carat also will take the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based global media team.
Starcom will bring together resources from several of its fellow Publicis Media agencies under Publicis 57. Included will be a sharper emphasis on e-commerce media planning and buying across a broad range of platforms.
“We’re thrilled to welcome Carat aboard, as the agency will bring data-driven insights and help drive growth within our diverse Canada and International Zones as we shift to an even stronger consumer-obsessed mindset and build a culture of creativity,” says Nina Barton, global chief growth officer at Kraft Heinz.
“At the same time, we look forward to continuing our relationship with Starcom in the United States, working closely to bring a fresh, collaborative approach to our evolving US business.
“We’re confident both agencies will deliver for Kraft Heinz as we compete in today’s fast-changing digital media landscape.”
Michael Epstein, CEO, global media brands and product, Dentsu Aegis Network: “We are incredibly honoured to partner with
Kraft Heinz on their journey to connect people with some of the most loved brands in the world. Our teams around the world are excited to start designing and delivering new and compelling brand experiences that deliver growth every day for Kraft Heinz.”
And Tim Jones, CEO, Publicis Media Americas: “We are thrilled to continue our 20-year partnership with The Kraft Heinz Company. Armed with our strategic human insights and advanced data and commerce capability, we will deliver media as a growth engine for Kraft Heinz’s iconic brands.”
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