Kraft eyes revised pay plan for ad agencies

Thompson, Stephanie; Linnett, Richard; Petrecca, Laura
June 2000
Advertising Age;6/12/2000, Vol. 71 Issue 25, Preceding p1
Trade Publication
This article reports that Kraft Foods is evaluating the way it compensates its roster of advertising agencies. Furthermore, the company is considering a pay-for-performance structure. According to Competitive Media Reporting, Kraft spent a total of $759 million in measured media in 1999. Core agencies of Kraft are FCB Worldwide, J. Walter Thompson Co., Leo Burnett Co., Young and Rubicam Advertising and Ogilvy and Mather Worldwide.


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