Another Kraft Brand in Play

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NEW YORK In the past two years, Kraft Foods’ global advertising spend grew 18 percent, from $1.31 billion in 2005 to $1.55 billion last year. At the same time, the company added new blood to its stable of creative agencies and pulled a large chunk of business out of longtime roster shop JWT.

New players have emerged in Kraft’s ranks as well, including CMO Mary Beth West, who assumed that role in October. In short, it has been a period of tremendous change and more is on the horizon, as Kraft faces mounting pressure from Wall Street, commodity price increases and cost-conscious consumers.

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