The Kraft Heinz Company Awards Its U.S. Media Business to Starcom

Consolidates with Publicis shop

Just days after winning Visa's $200 million global media account, Publicis Groupe's Starcom has added another major media account to its list. 

After speculation last week that Kraft Foods Group was about to announce a media review, Kraft Heinz announced it has awarded its U.S. media business to Starcom following a review of its own. 

"Kraft Heinz has partnered with Starcom to make unprecedented strides in unlocking the value of data in the industry, and we will continue to leverage groundbreaking data innovation to enable our brands to achieve more effective consumer connections at the most effective cost," Michael Mullen, svp of corporate and government affairs for the Kraft Heinz Company, said in a statement. 

"We're incredibly proud of our historical relationship and are thrilled to continue our partnership with Kraft Heinz," said Lisa Donohue, CEO of Starcom USA. "We look forward to unlocking the power of data innovation for their brands." 

Starcom, the incumbent for Kraft Foods Group, will inherit Heinz brands including Ore-Ida, Classico sauces and Heinz Ketchup from Interpublic's UM. The newly merged company's media business will be consolidated with Starcom, effective immediately.  

"The decision to consolidate the business was not made lightly," Mullen said. "We have enjoyed a great relationship with Universal McCann, and we thank them for their partnership and dedication to our business over the years."  

Last year, Kraft spent over $540 million in measured media, while Heinz spent roughly $42 million, according to Kantar Media.