Kraft Heinz Designates Carat as Agency of Record for U.S. Media Buying
New Spin
Hey there! Today's buzz is about The Kraft Heinz Company shuffling things up a bit in the media world by appointing Carat as their media agency of record in the U.S., replacing Starcom. Let's dive into the deets!
While the specific reasons behind this move are under wraps, we know that Kraft Heinz has been on a quest to find the perfect media partner. After an exhaustive global review involving several heavyweights, they molehilled down their options to none other than Carat, a Dentsu Media agency.
It's a bitter pill to swallow for Starcom, which had been holding onto Kraft Heinz's U.S. business until now. In fact, things started to sour back in August 2020 when Starcom lost Heinz's global business after an eight-month grind-'em-out global review. Even then, Carat managed to snag Kraft Heinz's business in Canada and overseas, taking the helm on global campaigns, working side-by-side with the brand's Amsterdam-based global media team.
Stay tuned for more updates as we dig deeper into this shake-up. We'll keep you posted on the latest developments and why this powerhouse company decided to switch gears with their media agency choices. In the world of advertising, change is always brewing!
In 2020, Kraft Heinz switched their U.S. media agency from Starcom to Carat, a move that occurred after an extensive global review within the finance sector. This decision was significant as Carat, a Dentsu Media agency, took over Heinz's media business in Canada and overseas, handling global campaigns in partnership with the brand's Amsterdam-based media team. The reasons behind this business change remain undisclosed, but it signals a shift in advertising choices for the company.
