Kraft Foods is understood to be talking to European agencies about a number of briefs, thought to include the Philadelphia cream cheese brand. The bulk of the company’s advertising is currently handled by JWT.
The food giant has already started a review of the $50m (£25m) US account for Philadelphia. JWT, which is the global incumbent, its other roster agencies Euro RSCG and DraftFCB and independents Nitro and mcgarrybowen have been shortlisted for the account.
A source close to the company says it is keen to appoint “hot shops” to liven up its roster of agencies. Alongside JWT and Euro RSCG, it also works with Ogilvy Advertising in the UK. It has already made moves to follow this strategy in the US, after moving its $1m (£500,000) natural cheese account out of DraftFCB into mcgarrybowen.
The realignment of its roster could lead to some agencies being dropped. Other existing agencies include Publicis Groupe-owned The Kaplan Thaler Group and DDB Worldwide.
The review aims to drive innovation across its brands and create new advertising ideas that will drive sales.
It comes after Kraft chief executive Irene Rosenfeld devolved responsibility for profit and loss back to its five divisions – snacks, cheese, grocery, convenience and beverages. Mary Beth West, the company’s chief marketing officer, who joined last year, and Carole Irgang, senior vice-president of integrated marketing communications, will be involved in any changes.
Meanwhile, Kraft is tipped to reappoint JWT to its £7m UK Kenco account. It follows a pitch against Euro RSCG and Beattie McGuinness Bungay.
Kraft declined to comment and JWT was unavailable as Marketing Week went to press.