Dozens Of Kraft's Direct And Promo Shops Await Word On Consolidation

CHICAGO – Kraft Foods is planning a sweeping consolidation of its below-the-line marketing activities to just three or four agencies and is considering roster and non-roster shops.
A representative of Northfield, Ill.-based Kraft confirmed that the company is reviewing agencies for consumer promotion and direct marketing activities, and hopes to conclude the process next month. She declined to provide details or identify participants.
However, sources said last week the scope of the evaluation extends to all nonadvertising services, including interactive, event and trade marketing, merchandising and other activities.
Currently, according to sources, Kraft works with more than two dozen marketing agencies on a project basis.