• by Richard Whitman , Columnist, August 28, 2020

A week after deciding to retain Starcom for U.S. media duties, global food and beverage giant Kraft Heinz has selected Dentsu Aegis Network’s Carat to handle most media chores outside the U.S., with the exception of a portion of its Brazil business, which will be handled by a local agency. 

Kraft Heinz confirmed the news late Friday but noted that the agreements are subject to approval, as they have not yet been finalized.

KH said Carat will also take the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based global media team.

Prior to this review, which began in March, Starcom -- part of Publicis Media -- was the incumbent on Kraft Heinz’s global media account since 2018. 

By spending, the U.S. accounts for the largest portion of the account, estimated at about $580 million or about 85% of the company’s total spend. 

KH also disclosed that Starcom will service its account under a new model that will bring together capabilities and resources from several of its fellow Publicis Media agencies under a dedicated unit called Publicis 57designed to drive increased consumer engagement while improving the company’s marketing spend effectiveness.

Included in the Publicis 57 offering will be a sharper emphasis on e-commerce media planning and buying across a broad range of platforms.

“As a company, we’re on an exciting journey of transformation,” stated Nina Barton, global chief growth officer at Kraft Heinz. She said Carat “will bring data-driven insights and help drive growth within our diverse Canada and International Zones as we shift to an even stronger consumer-obsessed mindset and build a culture of creativity.”

“At the same time,” she added, “we look forward to continuing our relationship with Starcom in the United States, working closely to bring a fresh, collaborative approach to our evolving U.S. business.”