Michael O'Neill
Apr 19, 2011

Kraft puts creative agencies on alert

ASIA-PACIFIC - Kraft Foods is planning to consolidate its creative agency roster across the region in a move that will further integrate its Kraft and Cadbury agency relationships.

Shawn Warren, VP marketing for Kraft Foods Asia-Pacific.

It is expected that Kraft will take a market-by-market approach, rather than appointing a regional agency-of-record. The move comes shortly after an announcement from Kraft that it would realign its creative business in Australia and New Zealand to three core agencies.

“Over the last year of our Kraft Foods and Cadbury integration, we consolidated our media agency relationships across the entire Asia-Pacific region and the results have been terrific, says Shawn Warren, VP marketing for...

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