The Kraft Heinz Co. recently selected two agencies, Carat and Starcom Worldwide, to support its media planning and buying.
“We’re thrilled to welcome Carat aboard, as the agency will bring data-driven insights and help drive growth within our diverse Canada and International Zones as we shift to an even stronger consumer-obsessed mindset and build a culture of creativity,” Nina Barton, Kraft Heinz global chief growth officer, said. “At the same time, we look forward to continuing our relationship with Starcom in the United States, working closely to bring a fresh, collaborative approach to our evolving U.S. business. We’re confident both agencies will deliver for Kraft Heinz as we compete in today’s fast-changing digital media landscape.”
Carat is a media and content agency within the Dentsu Aegis Network. It will support Kraft Heinz’s Canada and International Zones. The exceptions will be Brazil, where operational requirements require responsibilities will be split by brand, and Africa, where a local agency will be used.
Starcom, the company’s global media buying and planning agency since 2018, is being retained for the U.S. Zone, the company’s largest business segment.
Both agreements are in process and are subject to approval.