After a pitch that began in December among several top agencies, Kraft has assigned Draftfcb Mexico its powder beverage brand named Clight in that country.
Santiago Sapiña, Kraft Foods Mexico beverage Chief Marketing Officer, stated that the decision was based on the creative level of the proposals submitted. Sapiña also said he was very pleased that the choice was one of the agencies in the pool that serves Kraft worldwide. He pointed out that this was not the criterion used for making this assignment, since non-roster agencies pitched as well.
Rafael Pérez-Toribio, CEO of Draftfcb Mexico, expressed great satisfaction with this accomplishment, especially since Kraft is one of the agency’s worldwide clients. Said Pérez-Toribioaid: “Worldwide, Draftfcb is deeply committed to delivering world-class creativity for all of Kraft’s brands, and Clight in Mexico is another unique opportunity to prove it.”
Kraft Foods is one of the largest food and beverage company around the world with an annual income surpassing $34 billion dollars. Kraft markets a wide portfolio of icon brands in 155 countries, including 7 brands with an income over $1 billion dollars. The lead brands commercialized by the company in mexico include in the powder beverages and viscous products: Tang, Clight, Kool Aid, Frisco, Mayonesa Kraft and Jell-o; in the cheese brands: Philadelphia and Kraft Singles ; and in snacks: Ritz, Oreo and Chips Ahoy!. Kraft became a fully independent company on March 30, 2007, it is in the Standard and Poor´s 100 and 500 stock indexes. The company also is member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index.
Launched in 2006, Draftfcb has its roots in both consumer advertising and behavioral, data-driven direct marketing. The Draftfcb network spans 110 countries, with more than 9,000 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). The agency’s global corporate leadership team includes Howard Draft, chairman and CEO; Laurence Boschetto, president and COO; Jonathan Harries, worldwide chief creative officer; and Neil Miller, CFO. For more information, visit www.draftfcb.com
Strategy Institute Brand Activation Conference
The Strategy Institute has announced its second annual Brand Activation - Using Digital Out-of-Home Media conference, to be held in New York on Tues., Sept. 9th - Wed., Sept. 10th. This event brings together brand marketers, agency executives, and industry leaders to exchange ideas and share insights on brand activation using DOOH.