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When Kraft and Heinz united a few months ago, industry watchers expected an agency shakeout.
The first shoe dropped in August, when the newly combined global foods giant consolidated media chores on its U.S. media business at Publicis Groupe's Starcom, the incumbent on Kraft Foods, without a review. (Interpublic Group's UM, which handled Heinz brands, lost out.)
Now, it appears that the company is looking to simplify its roster even more. In recent days, it has informed its stable of agencies that a review of all creative relationships is at hand, according to sources.
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