Kraft Renews MediaVest Group Agreement.

Kraft Foods North America announced that it has further consolidated its media assignments with Starcom MediaVest Group (SMG) throughout North America to further improve agency alignment and effectiveness. SMG’s MediaVest continues as the company’s general market media agency of record in addition, SMG’s Tapestry unit will be integrated to handle multicultural media, effective January 2004. The Bravo Group, currently responsible for multicultural media planning and buying will remain as Kraft’s multicultural creative agency partner.

“Kraft is always looking at how we and our agency partners can increase our effectiveness to develop integrated media solutions,” said Don Miceli, Vice President, Media Services, Kraft Foods North America. “Each of these firms offers unique strengths. We believe the combination of SMG’s MediaVest and Tapestry, along with Modem, offers the world-class media resources required across our portfolio.”

“The integration of SMG’s Tapestry resources will help us more effectively reach our increasingly diverse consumers amid a shifting media landscape. In addition to the core services, Kraft will access various SMG assets such as SMG’s IP, Entertainment and Relay units for special initiatives and projects. We look forward to working with all of our agency partners to deliver the breakthrough connections that will resonate with our consumers.”