Kraft Heinz To Review $1 Billion Global Media, Announces Cuts To Creative & Digital Spends

Kraft Heinz To Review $1 Billion Global Media, Announces Cuts To Creative & Digital Spends
SHARE
THIS



One of the world’s biggest FMCG brands, Kraft Heinz, has announced a global review of its $US600 million ($A1 billion) media as its contract with the incumbent, Publicis’ Starcom, is set to expire in 2021.

A spokesperson for the brand said: “Kraft Heinz is exploring for its global media planning and buying operations to ensure we are positioned for success in 2021 and beyond.”

Starcom handles all of the food brand’s media in Australia and the account is believed to be worth around $15 million annually. Its local creative is handled by Cummins&Partners who won the business in October 2017.

Last month the global CEO of Kraft Heinz, Miguel Patricio, said the company planned to increase media spend by 30 per cent this year (although, that was long before COVID-19 took hold) while slashing the number of design and creative agencies it planned to work with by 50 per cent in 2020.

During an earnings call, Patricio said to offset the the “slight decrease” in marketing and the “big increase” in media the company would focus on its high-performing existing brands rather than launch new products onto the market.

He added that media spend will see “a significant percentage increase” and an an “even greater” increase for the brands that are the biggest drivers of its profitability in 2020.

Please login with linkedin to comment

kraft heinz Starcom

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine