MindShare pips Initiative for Kraft deal

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."

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