Gurjit Degun
Aug 24, 2020

Kraft Heinz retains Starcom for $700m US media account

US is biggest part of global business.

Kraft Heinz retains Starcom for $700m US media account

Kraft Heinz has retained Publicis Groupe as its US media planning and buying agency after a major review involving Dentsu Aegis Network's Carat, Omnicom Media Group's PHD and WPP's MediaCom.

The US account, valued at $700 million, will be led by Starcom and represents 85% of the global business, which includes brands such as Philadelphia cheese, Heinz baked beans and Heinz ketchup.

Starcom, which has worked with the brand for 20 years, takes on an expanded role, adding data and analytics as well as commerce to its remit.

It is as yet unclear which agency will handle the account in the rest of the world, including the UK.

The process kicked off in March and is one of the biggest media pitches to take place during the coronavirus pandemic. MediaSense worked with Kraft Heinz on the review.

More than 200 Publicis employees contributed to the pitch as part of "Publicis 57" – a name inspired by Heinz's "57 varieties" ad slogan.

According to Kraft Heinz's annual financial report, the company spent $1.1 billion on marketing last year, of which $534 million was advertising expense. The rest of it was mainly on "shopper marketing, sponsorships and agency advertisement conception, design and public relations fees".

Source:
Campaign UK

Related Articles

Just Published

19 hours ago

Campaign Crash Course: What exactly is diversity?

The industry talks about diversity a lot, but do we understand the true definition of diversity, the difference between inherent and acquired? Find out, and test your knowledge with a quiz.

19 hours ago

40 Under 40 2020 opens for entries

Calling all rising stars and those destined to make a big mark in APAC's marketing, media and advertising arena: Nominations are now open for our eighth-annual list of standouts who are 39 or under.

20 hours ago

Agency launches internship for 55+ cohort

Thinkerbell's Thrive@55 internship seeks to offer an entry point for members of a "massively underrepresented" age group.

20 hours ago

Hugh Jackman transitions from villain to hero in ...

If you think the actor is a nice guy in real life, well, you’re wrong.