FMCG major Kraft Heinz has shortlisted four agencies to pitch for its global media account, estimated to be worth $US600 million.
Publicis Groupe’s Starcom, the incumbent, has been shortlisted alongside Dentsu Aegis Network’s Carat, Omnicom Media Group’s PHD and WPP’s MediaCom.
The company reportedly went to pitch in March, despite coronavirus restrictions, as its contract with Starcom is set to expire this year.
Following its merger, Kraft Heinz consolidated its global media account in 2015 with Starcom. The review process was kick-started in March 2020 shortly after CEO Miguel Patricio said in February this year that it plans to increase media spend by 30% while slashing the number of design and creative agencies it plans to work with by half in 2020.
Patricio also stressed the need to better balance spending and marketing, as well as innovations versus core brand support.