OMG, UM Win Heinz Media Duties

Replacing Dentsu Aegis, Cramer-Krasselt

H.J. Heinz has named two new media partners following a review that kicked off last November: Omnicom's OMG networks were awarded planning and buying responsibility for all international markets while Interpublic's UM won those media responsibilities for Heinz in the U.S. and in Canada, sources said.

Dentsu Aegis was the incumbent in most of the overseas regions while Cramer-Krasselt has handled U.S. media and creative duties. (Creative was not part of the current review process.)

Global media spending for Heinz is estimated at $250 million, sources said. About 75 percent of the Pittsburgh-based company's media spending occurs overseas.

It was not immediately clear how OMG's OMD and PHD agencies will divide the international assignment.

Aside from OMG and UM, Dentsu Aegis and WPP media networks participated in the review. (WPP's MediaCom led the pitch in North America.)

The procurement-driven search process followed the acquisition of Heinz by an investment consortium comprised of Berkshire Hathaway and an investment fund affiliated with 3G Capital last June.