Two years after Kraft Foods split into two companies, the firm retaining the Kraft moniker has sharply whittled down its roster of creative ad agencies.
Going forward, the company said it is retaining four core agencies including mcgarrybowen, Leo Burnett, Taxi, and CP+B/Union.
Agencies being cut from the Kraft roster include Droga5, VSA Partners, TBWA, The Martin Agency, Lopez Negrete Communications, Roberts & Langer and Wieden+Kennedy.
The company said in a statement: “As a more focused company, we have been reviewing opportunities to right-size and right-cast our agency roster to more appropriately suit our communication needs. All of these agencies are exceptionally talented but a roster this size prevents us from nurturing the types of relationships critical to building, deep and long-standing brand partnerships.”
Kraft said the consolidation gives the company a number of opportunities. “First, we can align our brands more strategically with the particular strengths of agencies on our roster. Brands will also lever North American synergies and category expertise where it makes sense (e.g. TAXI on Maxwell House and Gevalia, MiO).
“Engaging fewer agencies across the portfolio will allow us to go deeper with our brand assignments, providing efficiencies, scale and rich pools of talent from each partner. And of course we look forward to the benefits of having key agency partners right in our backyard (Leo Burnett and mcgarrybowen).
In 2012 the company split in two, creating a new firm called Mondelez to market what had the Kraft snack foods division.
Kraft said it was still deciding what agencies will work on which brands