Kraft Heinz announces global media agency partners

Kraft Heinz announces global media agency partners
Heinz tomato ketchup is manufactured by H.J.Heinz Company. (Shutterstock)
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Updated 31 August 2020
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Kraft Heinz announces global media agency partners

Kraft Heinz announces global media agency partners
  • The two agencies chosen are Dentsu Aegis Network’s Carat and Publicis Groupe’s Starcom

DUBAI: Following an intensive competitive review, the Kraft Heinz Co. has chosen two agencies to support its media planning and buying around the world. Four media agencies participated in the eight-month global review.

The two agencies chosen are Dentsu Aegis Network’s Carat and Publicis Groupe’s Starcom. Carat, an award-winning media and content agency, will support the company’s Canada and international* zones, and will take the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based global media team.

While the incumbent Starcom Worldwide has handled all the company’s global media buying and planning since 2018, Kraft Heinz is retaining Starcom as its agency of record within the US zone, the company’s largest business segment, but under a brand-new proposition.

In the Middle East and North Africa, the business will move from Starcom to Carat. The transition is expected to take place in the fourth quarter of 2020, with the account switching over by January 2021.

To support the Kraft Heinz business, Starcom will bring together unique capabilities and resources from several of its fellow Publicis Media agencies under Publicis 57, an innovative (and creatively named) arrangement that will take a targeted and strategic approach to driving increased consumer engagement while improving the company’s marketing-spend effectiveness.

Included in the Publicis 57 focus will be a sharper emphasis on e-commerce media planning and buying across a broad range of platforms.

“As a company, we are on an exciting journey of transformation. We are thrilled to welcome Carat aboard, as the agency will bring data-driven insights and help drive growth within our diverse Canada and international zones as we shift to an even stronger consumer-obsessed mindset and build a culture of creativity,” said Nina Barton, global chief growth officer at Kraft Heinz.

“At the same time, we look forward to continuing our relationship with Starcom in the US, working closely to bring a fresh, collaborative approach to our evolving US business,” she added.

“We are confident both agencies will deliver for Kraft Heinz as we compete in today’s fast-changing digital media landscape.”

Commenting on the review, Michael Epstein, CEO of global media brands and product at Dentsu Aegis Network, said: “We are incredibly honored to partner with Kraft Heinz on their journey to connect people with some of the most loved brands in the world.”

He added: “Our teams around the world are excited to start designing and delivering new and compelling brand experiences that deliver growth every day for Kraft Heinz.”

Tim Jones, CEO of Publicis Media Americas, said: “We are thrilled to continue our 20-year partnership with the Kraft Heinz Co. Armed with our strategic human insights and advanced data and commerce capability, we will deliver media as a growth engine for Kraft Heinz’s iconic brands.”

The agreements are in process and subject to approval.

Due to operational requirements in Brazil, responsibilities will be split by brand. Heinz will be served by Africa, a local agency. Quero and Kraft will be managed by Carat.