Kraft is changing agencies on its Trident gum brand. JWT, a unit of WPP, which has had the brand for several years, is not participating in the just-launched global review. The agency will continue
to work on other Kraft brands, including Halls and Philadelphia Cream Cheese and coffee brands Jacobs and Kenco. It is also working on local cheese and grocery businesses with the exception of
Dairylea, Kraft said.
Earlier in the month, Kraft gave its A1 steak sauce account to Seattle-based Creature. That brand, along with Jell-O, was given to MDC Partners' CP&B, and Cool
Whip, which went to the Martin Agency, had been at DraftFCB.
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