Kraft Heinz Names Global Media Agency Partners to Support Company’s Consumer-Centric Focus
August 28 2020 - 4:00PM
Business Wire
The Kraft Heinz Company (Nasdaq: KHC) today announced that
following an intensive competitive review, the company has chosen
two agencies to support its media planning and buying around the
world. Four media agencies participated in this eight-month global
review.
Kraft Heinz has selected Carat, an award-winning media and
content agency within the Dentsu Aegis Network, to support its
Canada and International* Zones. Carat also will take the lead
agency role in developing global projects and capabilities with the
company’s Amsterdam-based Global Media team. While the incumbent
Starcom Worldwide has handled all the company’s global media buying
and planning since 2018, Kraft Heinz is retaining Starcom as its
agency of record within the U.S. Zone, the company’s largest
business segment – but under a brand-new proposition.
To support the Kraft Heinz business, Starcom will bring together
unique capabilities and resources from several of its fellow
Publicis Media agencies under Publicis 57, an innovative
(and creatively named) arrangement that will take a targeted and
strategic approach to driving increased consumer engagement while
improving the company’s marketing spend effectiveness. Included in
the Publicis 57 focus will be a sharper emphasis on e-commerce
media planning and buying across a broad range of platforms.
“As a company, we’re on an exciting journey of transformation.
We’re thrilled to welcome Carat aboard, as the agency will bring
data-driven insights and help drive growth within our diverse
Canada and International Zones as we shift to an even stronger
consumer-obsessed mindset and build a culture of creativity,” said
Nina Barton, Global Chief Growth Officer at Kraft Heinz. “At the
same time, we look forward to continuing our relationship with
Starcom in the United States, working closely to bring a fresh,
collaborative approach to our evolving U.S. business. We’re
confident both agencies will deliver for Kraft Heinz as we compete
in today’s fast-changing digital media landscape.”
Commenting on the review, Michael Epstein, CEO, Global Media
Brands & Product, Dentsu Aegis Network said, “We are incredibly
honored to partner with Kraft Heinz on their journey to connect
people with some of the most loved brands in the world. Our teams
around the world are excited to start designing and delivering new
and compelling brand experiences that deliver growth every day for
Kraft Heinz.”
And Tim Jones, CEO, Publicis Media Americas added, “We are
thrilled to continue our 20-year partnership with The Kraft Heinz
Company. Armed with our strategic human insights and advanced data
and commerce capability, we will deliver media as a growth engine
for Kraft Heinz’s iconic brands.”
The agreements are in process and subject to approval.
*Due to operational requirements in Brazil, responsibilities
will be split by brand. Heinz will be served by Africa, a local
agency. Quero and Kraft will be managed by Carat.
ABOUT THE KRAFT HEINZ COMPANY
For 150 years, we have produced some of the world’s most beloved
products at The Kraft Heinz Company (Nasdaq: KHC). We are one of
the largest global food and beverage companies, with 2019 net sales
of approximately $25 billion. Our portfolio is a diverse mix of
iconic and emerging brands. As the guardians of these brands and
the creators of innovative new products, we are dedicated to the
sustainable health of our people and our planet. To learn more,
visit www.kraftheinzcompany.com or follow us on LinkedIn and
Twitter.
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version on businesswire.com: https://www.businesswire.com/news/home/20200828005353/en/
Michael Mullen (media) Michael.Mullen@kraftheinz.com Christopher
Jakubik, CFA (investors) ir@kraftheinz.com
Kraft Heinz (NASDAQ:KHC)
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