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