According to Ad Age, Droga5, TBWA, The Martin Agency and Wieden+Kennedy (among others) are being dumped in favour of Mcgarrbowen, Leo Burnett, Crispin Porter and WPP-owned Taxi.
Kraft says “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. 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.”
Well clearly you don’t want too many agencies. It’s interesting that the winners in this exercise mostly have outposts in Chicago, home of Kraft.
Must be disappointing for and W+K. Leo Burnett is a heavy hitter but Mcgarrybgowen?
(story updated,see comment – sorry)