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Kraft cuts ad agency roster as is looks to “align brands more strategically”


By Ishbel Macleod | PR and social media consultant

November 10, 2014 | 2 min read

Kraft has slashed its agency roster, with Droga5, TBWA and Wieden & Kennedy among those to be cut.

The food brand has consolidated most of its work within McGarryBowen, Leo Burnett, Taxi and CP&B, stating that it comes as Kraft looks to "align our brands more strategically with the particular strengths of agencies on our roster".

Russ Dyer, a spokesman for Kraft, told AdAge: "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.”

The independent company Dyer referred to is the breakup of Kraft into two companies two years ago; Kraft Foods Group becoming the North American unit, and Mondelēz International as the international distributor.

"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,” he continued.

Other agencies leaving the roster are VSA Partners, The Martin Agency, Lopez Negrete Communications and Roberts & Langer.

Kraft Mcgarrybowen Leo Burnett Chicago

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