Kraft Rethinks Agency Pay, Brand Duties

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Three years after its last major assessment of agencies, Kraft Foods is at it again, and this time it’s focusing on compensation, with an eye toward cutting costs. In the process, the Northfield, Ill., client may also be looking at changes in its roster-shop creative assignments.

The $775 million advertiser, which markets brands such as Velveeta, Jell-O and Ritz crackers, has hired New York consultancy Beekman Associates to reassess how Kraft pays its agencies, sources said.

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