Kraft to slash creative roster to three

By By Wenlei Ma | 18 April 2011
 
Kraft director of marketing, Amanda Banfield.

Kraft is to cut its agency roster to just three agencies from nine as part of its ongoing creative review, following the company's merger with Cadbury.

The creative review, as revealed by AdNews in February, follows the company's merger with Cadbury last year which saw Cadbury marketing boss Amanda Banfield replace Michael Magee.

A small number of agencies has been invited to take part in the pitch. Kraft said in a statement the decision to consolidate its creative arrangements was to "achieve sufficient scale to support greater strategic and better resourced relationships."

The three agencies will be appointed separately, with final decisions expected to be revealed in June.

The current roster includes JWT, Badjar Ogilvy, Saatchi & Saatchi, Publicis Mojo, George Patterson Y&R, Ross Partnership, Euro RSCG, DDB New Zealand and Draftfcb.

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