Dive Brief:
- After review, the new Kraft Heinz Co. has decided to go with incumbent agency Starcom.
- As Publicis Groupe's Starcom continues with Kraft Foods Group, it will take over advertising for Heinz brands in the U.S. market.
- Kraft Heinz has shed marketing talent since the merger, with the departure of senior director for data, content and media, Julie Fleischer marking the latest big exit.
Dive Insight:
After the Kraft Heinz merger earlier this summer, the new company has made major changes in its approach to marketing beginning with the elimination of the CMO role. At the same time the newly formed company put its media relationships under review, but decided to stick with Publicis Groupe's Starcom for Kraft Foods Group and will use the agency for Heinz in the U.S. market as well.
Kraft Heinz spokesman Michael Mullen told Ad Age, "As we work to build something truly special at The Kraft Heinz Company, we are examining every aspect of our business to ensure we are operating efficiently and effectively, and best positioning the company to deliver on the needs of our consumers. In this spirit, we have decided to consolidate all media planning and buying for Kraft Heinz with Starcom, effective immediately."
Kraft Foods spent just under $514 million in the U.S. ad market last year. The review comes during a time when an unprecedented amount of large companies are putting their creative accounts under review, amounting to at least $26 billion in question.
