Late last week, Kraft Foods announced it was parting ways with many of its advertising agencies. Seven of its 11 ad agencies were unceremoniously shown the door.
The company believes having that many chefs in the kitchen can be bad for cooking. That many agencies playing the game of ‘Telephone’ proves the theory of lost in translation. So, Kraft Foods decided to greatly reduce the white noise. The move to go less with advertising is an effort to align its brands “more strategically with the particular strengths of agencies on our roster.”
Here’s the thing: the company is keeping all 12 of its PR firms on retainer. Strategery!!