Hasta La Creative!

Is the AOR model DOA? Not according to Kraft Foods Group Chief Marketing Officer Deanie Elsner, who is defending agency-of-record relationships in the face of rising criticism that the arrangements are no longer viable in an age of fragmented media.

One of the most-well known critics of the AOR approach is Dana Anderson, VP of marketing strategy and communications for Mondelez International, who wrote in the Wall Street Journal earlier this year that AORs are “no longer the pathway to Oz for clients or agencies.”

But Ms. Elsner told Ad Age in a recent interview that she disagrees with her former Kraft colleague. “I don’t think it’s the end of the AOR, although I have a great deal of respect for Dana, and I’ve had great years working with Dana,” she said. The two women worked together at the old Kraft Foods Inc., which split into two companies nearly two years ago: Kraft Foods Group and Mondelez.

Continue reading at AdAge.com