Kraft puts creative agencies on alert

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 Kraft Foods Asia-Pacific.  "In 2011, we are carefully assessing which creative agencies are best partnering with us, delivering the best work and driving strong business growth across our priority brands."

Kraft Foods works with a number of agencies on both the Kraft and Cadbury business in Asia-Pacific markets, with key partners including Saatchi & Saatchi, DraftFCB, DDB, JWT and Ogilvy.

In 2010, Kraft underwent a comprehensive review of its media business across Asia-Pacific.

In November, Mindshare added Cadbury to its media agency-of-record duties for Kraft Foods in Southeast Asia, Hong Kong and Taiwan.

Earlier in the year, Carat won the media planning and buying duties for Cadbury in China, in effect consolidating the account with the Kraft media business it already held. Carat also won the consolidated account in Australia, taking the business from long-term Kraft incumbent Mindshare.