Bcom3 Victorious in Kraft Review

True North and WPP units may have fallen short in Kraft North America’s media consolidation, but the shops came up winners in the client’s creative reshuffling.

In an effort to have “deeper, richer and unique agency partnerships,” the Northfield, Ill., company consolidated most of its U.S. and Canadian creative assignments at three shops: TN’s FCB Worldwide and WPP’s Ogilvy & Mather and J. Walter Thompson, while handing its $800 million U.S. and Canadian media planning and buying account to Bcom3’s Starcom MediaVest Group, said Barbara Ford, Kraft vp of advertising.

“We’re wanting to do a better job at media-neutral agency communications,” Ford said.

SMG’s media account will be handled out of the shop’s Chicago, New York and Toronto offices.