Kraft to Shift Multicultural Media to Tapestry

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CHICAGO Kraft Foods North America in January will shift its multicultural media chores to Starcom MediaVest Group’s Tapestry unit, the Northfield, Ill.-based company said.

Multicultural buying and planning had been at WPP Group’s The Bravo Group, which retains multicultural creative duties, Kraft said.

Kraft spent nearly $850 million on all U.S. advertising last year, according to Nielsen Monitor-Plus. Kraft declined to break out multicultural spending, but the company placed $10 million in ads on U.S. Spanish-language TV networks last year, per Nielsen.

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