Kraft Forms Marketing Alliance with AOL Time Warner

NEW YORK ? Kraft Foods North America Tuesday announced an integrated marketing programming alliance with AOL Time Warner and Viacom Plus in which media spending is expected to reach several hundred million dollars.

Kraft said that its strategic media partners, including agency of record MediaVest, will work “as part of the company’s marketing teams to develop integrated, national media plans with cross-platform programming,? according to Paula Sneed, group vice president, Kraft Foods North America, and president of e-commerce and marketing services. That will encompass network and cable TV, magazines, outdoor, online and other outlets via such AOL Time Warner properties as Time, CNN, CBS, Nickelodeon and Blockbuster.

The alliance is expected to include such Kraft brands as Maxwell House, Nabisco, Philadelphia cream cheese, Kraft salad dressings, Oscar Mayer meats and Post cereals.

?Barry Janoff