MindShare pips Initiative for Kraft deal

<p>HONG KONG: MindShare has scooped Kraft Foods International's </p><p>estimated US$50 million consolidated account across 11 regional </p><p>markets, excluding Japan and Korea. </p><p><BR><BR> </p><p>MindShare competed against Initiative Media to become agency of record </p><p>on the account. The regional pitch followed Kraft's US and European </p><p>media account reviews held last year. </p><p><BR><BR> </p><p>MindShare's Asia-Pacific chief executive Kelly Clark said the agency </p><p>held "between 50 and 60 per cent of the account, depending on the </p><p>markets", prior to the summer review. It will handle some of Kraft's </p><p>biggest labels, including Kraft Singles, Maxwell House coffee, </p><p>confectionary brand Sugus and beverage brand Tang's. MindShare's </p><p>Melbourne-based business director Victor Wroblewski will manage the </p><p>Kraft business from Australia. </p><p><BR><BR> </p><p>Kraft International's senior vice-president for strategy and marketing </p><p>development, Ann Daw, said the consolidation would allow the company to </p><p>have a more coordinated and strategic approach to media buying in the </p><p>region. </p><p><BR><BR> </p><p>She said the consolidation had been driven by Kraft's "dynamic growth" </p><p>in Asia-Pacific. Hugh Roberts, Kraft International's group VP and </p><p>president for Asia-Pacific, added: "Working with a single partner will </p><p>help us better capture the exciting opportunities we see in these </p><p>markets." </p><p><BR><BR> </p>