The Agency Sea Change at Kraft Foods

Marketing leader Dana Anderson discusses new relationships

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In nearly three years as a marketing leader at Kraft Foods, Dana Anderson has overseen a sea change. A traditional, Midwestern packaged-goods company known for long relationships with global agencies like Ogilvy & Mather, JWT, and Draftfcb has added more than a half-dozen smaller shops to the roster—including Crispin Porter + Bogusky, TBWA, The Martin Agency, Wieden + Kennedy, Droga5, and Taxi—and shifted nearly 20 brand assignments, often at the expense of the larger shops.

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