We Hear: Starcom and Carat Among Finalists in Kraft Heinz Review After Lengthy Pricing Negotiations

By Erik Oster 

The global media review launched by food and condiment colossus Kraft Heinz is in its final stretch, according to sources with knowledge of the process.

The incumbent, Publicis Groupe media agency Starcom, and Dentsu Aegis Network’s Carat are among the finalists, with Publicis anticipated to retain media buying and planning responsibilities in North America and the international portion of the account still being decided, according to sources. WPP’s GroupM and Omnicom Media Group were also initially part of the review, according to these sources.

Carat, GroupM, OMG and Starcom all declined to comment. Kraft Heinz also declined to comment.


Kraft Heinz kicked off its global media review back in March, its first formal review in years, spurred by the ending of its contract with Starcom. At the time, Kraft Heinz claimed the process would focus on growth and strategy, but the focus shifted and the review went through a long, protracted process centered around pricing negotiations, according to sources with knowledge of the process. As a result of these negotiations, Kraft Heinz is requesting payment terms in excess of 120 days, according to these sources.