Dive Brief:
- Following in the heels of several other major brands taking part in what some have dubbed "reviewageddon," Kraft Heinz is putting its agency contracts under review.
- A key aspect of their review is separating creative from production.
- The Kraft Heinz Co., which was formally merged this summer, also officially dropped the CMO position from the newly-joint brand.
Dive Insight:
Reviewageddon continues. As many companies are settling the process, Kraft Heinz has put its creative agencies under review looking to cut costs and separate creative work from the actual production of those ideas. According to Ad Age, the agencies in the process have been asked for information on creative ideas, but understand they won’t be handling production.
Kraft Heinz was formed this July in a merger pushed by investors from Berkshire Hathaway and 3G Capital with an intent on cutting costs. Part of that move included cutting Kraft’s CMO, Jane Hilk, and not replacing the empty C-suite spot. Currently the top marketing spot is held by Nina Barton, with the title of senior vp marketing innovation, research and development.
The Kraft Heinz review process is most likely involving incumbent agencies, including McGarryBowen, Leo Burnett, Taxi, CP&B, Cramer-Krasselt and David.