Kraft Foods has launched a review of its creative arrangements with its nine rostered agencies following the company’s merger with Cadbury last year.
A review has been on the cards since Kraft acquired Cadbury in a $21-billion deal early last year which led to changes at the top of the newly merged company's marketing team.
Following the deal, Cadbury marketing head Amanda Banfield replaced Michael Magee as Kraft's director of marketing in April, overseeing all Kraft brands including former Cadbury brands.
At present, Kraft is not considering agencies outside its nine-strong roster, which handle 42 brands in the Australian and New Zealand markets.
The roster includes JWT, Badjar Ogilvy, Draftfcb, Saatchi & Saatchi, Publicis Mojo, George Patterson Y&R, Ross Partnership, Euro RSCG and DDB New Zealand.
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