Kraft Heinz Chooses Two Agencies to Support Media Planning
29 August 2020 - 7:32AM
Dow Jones News
By Stephen Nakrosis
The Kraft Heinz Company on Friday said it had selected two
agencies to support media planning and buying around the world,
following an eight-month competitive review that saw four agencies
participate.
The company said it had chosen Carat, an agency within the
Dentsu Aegis Network, to support its Canada and international
zones, while Starcom Media, which had handled all Kraft Heinz's
global media buying and planning since 2018, will be agency of
record in the U.S. zone.
"Carat also will take the lead agency role in developing global
projects and capabilities with the company's Amsterdam-based global
media team," Kraft Heinz said.
In Brazil, the company said operational requirements will see
Heinz served by local agency Africa, while Quero and Kraft will be
managed by Carat.
Kraft Heinz said Starcom will bring together capabilities and
resources from several of its fellow Publicis Media agencies under
Publicis 57, an arrangement "that will take a targeted and
strategic approach to driving increased consumer engagement while
improving the company's marketing spend effectiveness," and said
the Publicis 57 focus will include "a sharper emphasis on
e-commerce media planning and buying across a broad range of
platforms."
Write to Stephen Nakrosis at stephen.nakrosis@wsj.com
(END) Dow Jones Newswires
August 28, 2020 17:17 ET (21:17 GMT)
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