Account Action

Kraft Foods of Northfield, Ill. has consolidated its media planning and buying for the U.S. and Canada with Starcom MediaVest Group (Leo Burnett and D'Arcy) offices in Chicago, New York and Toronto. The Canadian review process included Mindshare (JWT and O&M),...

Kraft Foods of Northfield, Ill. has consolidated its media planning and buying for the U.S. and Canada with Starcom MediaVest Group (Leo Burnett and D’Arcy) offices in Chicago, New York and Toronto. The Canadian review process included Mindshare (JWT and O&M), OMD Canada (BBDO) and TN Media (FCB). The business is valued at more than $33 million in Canada and US$700 million south of the border.

In addition, Kraft has realigned its creative assignments in North America with FCB, Ogilvy & Mather and J. Walter Thompson. FCB gets pourable dressings and Velveeta (U.S. only) from Leo Burnett, and Jell-O from Young & Rubicam. Ogilvy & Mather Canada picks up General Foods International coffees and Kool-Aid from Y&R and all Post cereals from BBDO. Cheese, including Cheez Whiz, moves to JWT.

Globally, Leo Burnett will continue to handle advertising for Altoids mints, while Young & Rubicam keeps Toblerone and other chocolate brands.

Hardware and home renovation distributor Sodisco-Howden Group has awarded its national advertising account to Armada of Montreal. Sodisco’s Pro Hardware banner is used by more than 750 independent retailers across Canada.

United Distillers & Vintners Canada has named Starcom Worldwide of Toronto its media agency of record for brands such as Smirnoff, Bailey’s, Johnnie Walker, Malibu, Silent Sam, Tanqueray, Piat D’Or, Gibsons and TGI Fridays.

Media buying for toy manufacturer Playmobil has been awarded to Genesis Media. The Toronto media management firm was hired by Playmobil’s global agency CIA Media to direct the Canadian portion of the business.

Levi Strauss & Co. has kept its Canadian business with incumbent Harrod & Mirlin/FCB. The $5-million assignment includes creative and media for both Levi’s and Dockers brands. The Toronto office of TBWA/Chiat/Day, the agency that has the U.S. account, was also in the running.

Pharmacia Canada has put its medical media planning and buying business with Toronto-based Troutbeck Chernoff, following an agency review. Pharmacia was formed through the merger of Pharmacia & Upjohn with Monsanto Company and its G.D. Searle unit.

The Toronto Zoo has appointed Roche Macaulay & Partners of Toronto as its new agency of record following a review that included Holmes & Lee, Vickers & Benson, and Young & Rubicam on the shortlist. The pro bono account had been with TBWA/Chiat/Day for the past 10 years.