Kraft Heinz launches global media review

Kraft Heinz is reviewing its global media account, its spokesperson confirmed to Marketing, adding that this comes as its contract with Starcom Worldwide is expiring this year. 

"Kraft Heinz is exploring for its global media planning and buying operations to ensure we are positioned for success in 2021 and beyond," the spokesperson added.

According to multiple media reports including Adweek, Kraft Heinz consolidated media duties with Starcom in 2015. The review comes shortly after CEO Miguel Patricio said in February this year that it plans to increase media spend by 30%, while slashing the number of design and creative agencies it plans to work with by half in 2020.

To balance the "slight decrease" in marketing and "big increase" in media for 2020, Kraft Heinz is also going to be reducing the amount of new products in or the amount of innovation in 2020 by 50%. It looks to concentrate on  "innovation that can really make a difference", Patricio said during an earnings call.

The FMCG company's intention to double down on media spend was also apparent last year when Patricio said during a third quarter earnings call that media spend will see "a significant percentage increase" and an "even greater" increase for the brands that are the biggest drivers of its profitability in 2020. Patricio also stressed the need to better balance spending and marketing, as well as innovations versus core brand support.