The addition of the U.S. business amounts to a big win for Dentsu Media which saw CEO Doug Rozen depart amid an agency restructuring that will impact 1,000 Dentsu U.S. staffers. Other recent Dentsu media account wins include McCormick & Company, The Aspen Group, and SharkNinja.
Recent news: Ad agencies restructure—behind the shakeups
Kraft spent $207 million in U.S. measured media in 2022, according to Vivvix, including paid social data from Pathmatics. Kraft Heinz previously disclosed 2022 worldwide advertising expenses of $945 million; 70% of Kraft’s net sales came from the U.S. last year.
The agency change comes as Kraft Heinz, like most major food companies, deals with inflation. But the company has been resilient: It reported a net sales increase of 2.6% in the second quarter. Kraft Heinz continues to use marketing to refresh its brands, including Jell-O, Kraft Singles and Lunchables, to help it attract younger consumers and get in front of school-aged kids.
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“We grew profits while also investing in marketing, research & development, and technology, which we funded through gross efficiencies,” Kraft Heinz CEO Miguel Patricio said in an Aug. 2 statement.
Next year, Kraft Heinz’s North American president, Carlos Abrams-Rivera, will become CEO, taking over from Patricio.
Contributing: E.J. Schultz
from Digital Marketing Education https://ift.tt/mxTEsAF
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