NEW YORK Kraft has added TBWA to its creative roster by assigning the Omnicom Group shop global duties on its Tassimo hot beverage maker brand, the client has confirmed.
The business, with revenue estimated at $2 million, is shifting from WPP Group’s Ogilvy & Mather, a longtime Kraft roster shop that continues to handle brands such as Maxwell House and Crystal Light.
Sources said the shift occurred after several months of meetings between TBWA and Kraft. Kraft initially hired the shop to handle European duties and the assignment subsequently grew into a global relationship, said sources.
TBWA’s office in Berlin, Germany, is expected to serve as the lead resource for the business with New York handling U.S market work.
The agency declined to comment, referring calls to the client, which confirmed the hire. A Kraft representative said the shift came after TBWA executives presented some ideas that showed that they understood the “unique nature of the brand.”
Ogilvy, which handled the account for several years, had no comment.
Tassimo, a machine that brews individual cups of coffee, latte, cappuccino, tea and hot chocolate, is sold in eight major markets, including the U.S., U.K., Spain, Germany, France, Canada and Switzerland.
Global major media spending behind the brand was $35 million last year and $9 million during the first half of 2008, per Nielsen.