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Kraft Pulls Brands From JWT

  • Adweek, Tuesday, April 17, 2007 10:30 AM
Kraft Foods has yanked about $200 million worth of its business from longtime agency JWT, with roughly $165 million of it going into review. Creative duties on its $40 million Lunchables account will go to Interpublic's DraftFCB, while other brands like Oscar Mayer meats, Grey Poupon mustard, Kraft Singles and Triscuits are available.

Kraft has recently been moving its accounts away from JWT over the past few months, with DDB in Chicago snaring the $20 million Miracle Whip account in March. JWT will keep at least some scraps, and agency chief Bob Jeffrey says it will handle them via a "Team Kraft" model.

"JWT is committed to streamlined brand-building action, which has seen other global brands in our steward migrate to the powerful Team solution," Jeffrey says. "Since our relationship with Kraft goes back to the 1920s, the loss of any brands is a disappointment. But we look forward to reinventing a way of working with Kraft around the world."

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