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DraftFCB wins Nivea and loses Kraft, Jello heads to Crispin Porter

It’s a funny old world as DraftFCB and Interpublic executives will be reminding themselves today. Draft, which hasn’t had the happiest of times since it merged with FCB, yesterday scored what seemed like a life-changing win of the $700m Beiersdorf-owned global Nivea account from TBWA.

But today it’s lost four Kraft brands, Jello to agency of the moment Crispin Porter + Bogusky, Cool Whip to Interpublic sibling The Martin Agency plus A1 and Bull’s Eye sauces which haven’t been assigned.

In total these are worth far less than Nivea but Kraft is a huge advertiser, spending $450m plus in the US alone, and was until recently a core DraftFCB client.

If the agency was asked to choose between Nivea and Kraft it’s pretty clear what the answer would be.

Meanwhile Kraft seems to have discovered ‘creativity’ at last, rewarding Crispin Porter for its work on Mac & Cheese with Jello and just before that Milka. It has also recently added Droga5 to its roster for its Athenos Greek-style brands (maybe it’s just discovered that Australia, birthplace of Dave Droga, has the second-largest population of Greeks).

In fact there’s been no holding back Crispin Porter since founder creative Alex Bogusky left. But that’s a coincidence surely.

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beiersdorf crispin porter bogusky draftfcb droga5 Interpublic jello Kraft nivea tbwa

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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