Kraft Cuts More Than 10 Agencies, Consolidates With McGarryBowen, Leo Burnett, CP&B and Taxi
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Kraft Foods Group is paring down its sprawling agency roster and consolidating much of its work with four main agencies: McGarryBowen, Leo Burnett, Taxi and CP&B.
Agencies leaving the Kraft roster include Droga5, VSA Partners, TBWA, The Martin Agency, 360i, Lopez Negrete Communications, Roberts & Langer, TBWA, Wieden & Kennedy, Razorfish and Evolution Bureau, the company said Friday. The agencies could not be immediately reached on deadline.
“When we became an independent company two years ago, we found ourselves with a rich agency roster filled with best-in-class partners — including more than a dozen agencies of record,” said Russ Dyer, spokesman for Kraft, in a statement to Ad Age. “As a more focused company, we have been reviewing opportunities to right-size and right-cast our agency roster to more appropriately suit our communication needs. All of these agencies are exceptionally talented but a roster this size prevents us from nurturing the types of relationships critical to building, deep and long-standing brand partnerships.”
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