Kraft Foods is shifting four assignments out of Draftfcb and expanding its relationships with other roster shops.
The Chicago office of Dentsu’s mcgarrybowen is adding creative duties on Chips Ahoy, Fig Newtons and Nabisco 100-Calorie Packs, a Kraft representative confirmed. Major media spending on those assignments, which Interpublic Group’s Draftfcb handled out of its New York office, exceeded $20 million last year, according to Nielsen. That figure does not include online spending.
The Kraft rep acknowledged that Wheat Thins, whose media spending topped $15 million last year, was leaving Draftfcb, New York, but said he was “unable to confirm the new agency at this time.” Sources, however, expect the New York office of TBWA\Chiat\Day to pick up Wheat Thins — at least a project if not the whole account.
TBWA\C\D can manage the brand out of a new Kraft-focused unit that already handles creative duties on Planters nuts and Tassimo, Kraft’s hot beverage maker, according to sources. The agency declined to comment.
Despite the shifts, Draftfcb remains a global player on the Kraft roster, with its New York office handling Oreo and Gevalia and its Chicago outpost handling Cool Whip, Jell-O, A1 and Velveeta.