Kraft centralises global media team

Kraft Foods is to create a global media unit called Kraft Foods One Team, which will be overseen by Publicis Groupe.

Kraft Foods Dairylea Lunchables
Kraft Foods Dairylea Lunchables

According to reports, Publicis Groupe agencies MediaVest and Digitas are to combine their Kraft Foods teams to form a single dedicated organisation to service the client’s global media account.

The new unit will be housed at MediaVest offices in New York and will be overseen by Digitas executive vice president Susan Canavari, who will report to MediaVest CEO Bill Tucker in her new role.

Reports suggest the two shops are combining their efforts to provide a more integrated, digitally centric operation for the client that delivers “cross-channel activation and scale, as well as content solutions, analytics and innovation”.

Kraft are currently trying to takeover Cadbury and recently sweetened their bid offering more cash for less shares

However, only 1.5% of Cadbury’s shareholders have currently given their backing to the hostile bid and Kraft’s largest shareholder, billionaire Warren Bufett, has voiced fears over the potential deal.