Agencies on both sides of the Tasman on alert as Kraft Foods set to slim its roster down to three

Kraft Foods Australia/New Zealand (ANZ) has announced it will realign its creative business to three core agency partnerships. The moves comes in the wake of last year’s purchase of Cadbury by Kraft.

There are nine agencies on the current roster, namely JWT, Saatchi & Saatchi, Mojo, George Patterson Y&R, Ogilvy, Euro RSCG, Ross Partnership, DDB New Zealand and DraftFCB.

The decision to cluster the creative business to three core partnerships comes off the back of a three-month scoping phase.

The appointment of the three partnerships will be progressed separately. Kraft Foods ANZ will now commence a tender process to appoint one of the three partnerships that will include some chocolate, biscuits and candy brands. A small number of creative agencies have been invited to take part in the competitive pitch. The outcome of this process is anticipated to be completed by June 2011.

The process to appoint the remaining two creative agency partnerships will be completed by June 2011.