Global CPG giant The Kraft Heinz Company has named Carat its media agency of record in the U.S. market. The account move follows a global review and sees the business leave Publicis Media’s Starcom.
It’s an upset for Starcom, which lost Heinz’s global business in August 2020 after an eight-month global review involving four competitors. At the time, Kraft Heinz awarded Carat, a Dentsu Media agency, its Canada and international business. Carat also took the lead on global campaigns, working alongside the brand’s Amsterdam-based global media team.
Until now, Starcom managed to hold onto the company’s business in the U.S.,
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