EXCLUSIVE: Saatchi & Saatchi and JWT are tipped to take control of creative duties for the Cadbury and Kraft brands respectively, with Naked in the frame to take on strategic duties across selected Kraft Foods brands.
The agencies have emerged as frontrunners amid a complicated strategic realignment of Kraft’s agency arrangements following the company’s takeover of Cadbury last year. The realignment is designed to reduce the FMCG’s long list of advertising agencies down to three creative agencies.
The company is also in talks with non-roster agencies to handle creative duties across selected brands which do not fall under the Cadbury and Kraft master brand umbrellas, including Natural Confectionery Company, Toblerone, Chips Ahoy! and Côte d’Or.
The US food giant kicked off a pitch in mid-April for these brands, with rostered agencies also in contention.
In addition to Saatchi & Saatchi and JWT, Kraft’s retained agencies include DDB NZ, Draftfcb, Euro RSCG, GP Y&R, Ogilvy, Publicis Mojo and Ross Partnership. A decision is expected in three to four weeks. Kraft said no decisions have been made yet.
Once the realignment of Kraft’s creative agency roster is finalised, the company will turn its attention to reviewing digital, sales promotion, in-store sampling and the remaining parts of its marketing activity.
Strategic marketing consultancy TrinityP3 is advising Kraft on its agency solutions.
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