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Kraft Selects Bell Pottinger For European Corporate Assignment

EMEA, Global

Arun Sudhaman 08 Mar 2012

LONDON--Kraft has selected Bell Pottinger to handle a major European stakeholder brief, focusing on the upcoming split of the company into two units. 

The company selected the firm following a review that featured five agencies, as revealed by the Holmes Report last month.

The seven-figure assignment aims to help Kraft build a stronger corporate brand in Europe for its new $35bn global snacks unit. The business draws around 37 percent of its incomes from the region, and includes such brands as Oreo, Trident, Milka and 2010 UK acquisition Cadbury.

A Kraft spokeperson confirmed the appointment of Bell Pottinger. “There were multiple agencies and we were looking for the right fit and the right opportunities from a strategic and executional perspective," she said.

Kraft announced its decision to split last year, less than 18 months after buying Cadbury in a $19bn hostile takeover. It will hive off its $16bn North American grocery unit from its $31bn global snacks business at the end of this year.

Bell Pottinger is charged with improving awareness of Kraft's corporate vision in Europe, and developing more credible connections with government, media and NGOs. At the pitch in London last month, agencies were required to devise launch ideas for the snacks business, and provide counsel that helps Kraft communicate how snacking behaviour can be part of a healthy lifestyle.

Bell Pottinger's London office will lead the assignment, which focuses on Western Europe. “It’s about bringing a pan-European perspective," added the spokersperson. "As we implement the work, we’ll determine how to put that into practice.”

The Holmes Report recently revealed that Kraft's global corporate affairs head Perry Yeatman is to step down from the company once the split is complete. The company has also named five firms to its UK consumer PR roster.

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