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Account Move

Starcom scoops $600m consolidated Kraft Heinz US media account

01 September 2015
Starcom scoops $600m consolidated Kraft Heinz US media account

Publicis Groupe’s Starcom has won the consolidated media agency business for Kraft Heinz, just days after winning the global media duties for Visa.

The two food giants were merged by Warren Buffett’s Berkshire Hathaway in July, and many observers had been expecting a wider review of its media ccount to be called.

However, according to reports, Starcom – incumbent on the Kraft account – picked up the estimated $600m business without a pitch.

IPG Mediabrands’ UM previously handled the Heinz account in the US, where the brand spent around $42m, according to Kantar Media data.

Michael Mullen, senior vice president, corporate and government affairs, at Kraft Heinz said the food company is determined to “unlock the value of data” in the industry, to achieve more effective consumer connections at the “most effective cost”.

He added: “By working with Starcom and harnessing the power of the newly merged Kraft Heinz, we believe data will help us improve targeting, gain insights and refine our exposure and engagement with consumers, ultimately improving the overall quality of media.

“We fundamentally believe in investing in marketing to drive our business, and we look forward to partnering with Starcom to grow our unrivalled portfolio of iconic brands.”

Alex Brownsell, London

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