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CHICAGO – Kraft Foods is considering reducing the number of agencies handling its below-the-line marketing activities.
A representative of Northfield, Ill.-based Kraft confirmed the company is reviewing agencies for consumer promotion and direct marketing activities and hopes to conclude the process next month, but declined to provide additional details or identify participants. However, agency sources said last week the scope of the re-evaluation extends to all nonadvertising marketing services, including interactive, event and trade marketing and other activities.
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