Kraft Foods International has consolidated its $250m (£170m) media buying and planning business across European markets into three agencies: Zenith Media, MindShare and Carat.
The move follows a full review of the company’s pan-European media strategy, involving the three successful agencies and OMD and CIA Medianetwork.
Zenith has won the UK and Ireland buying and planning accounts, whereas previously it handled only the UK business. MindShare was the incumbent agency in Ireland. It is unclear how much of the total pan-European budget will be spent in the UK and Ireland.
MindShare is now Kraft’s agency of record in Italy, Switzerland and Greece. Previously, Italy was handled by CIA, Switzerland by OMD and Greece by Media Edge.
Carat has been selected to handle buying and planning in France, Benelux, Spain and Portugal. It already handled France, while Spain was previously split with MindShare.
A final decision on the accounts in Austria and Germany has yet to be made. MindShare, Carat, OMD and CIA are pitching for the business. Media buying and planning in Scandinavia remains with Synergy/rf.
Nick Shepherd, vice-president of strategy and business development for Kraft’s EU business, says: “The changes will give us a more focused, strategic approach to European advertising. This is not a reflection on our agencies’ pastperformance.”
Kraft is restructuring its creative roster in the US, but a spokesman says changes will not affect arrangements across Europe.