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Kraft's reassignments post agency consolidation went beyond the brands that were exiting former shop like Wieden + Kennedy and Droga5.
For example, Jell-O, a brand handled by one of the remaining core four roster shops, Crispin Porter + Bogusky, shifted to another core agency, Leo Burnett. Likewise, core player mcgarrybowen lost Miracle Whip to Crispin.
In contrast, the fourth player, Taxi, didn't lose any assignments. Its gains came in Canada, where the WPP Group shop added responsibilities for Kool-Aid, Nabob and Kraft peanut butter.
And speaking of Canada, that's where Leo Burnett, the new kid on Kraft's block, first became a roster shop, back in October.
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