Kraft and Kmart, make DraftFCB look smart

By in Inspiration on 2007/04/17

Just a quick post on the business side of agencies.

But first, the disclaimer: for those who don’t know, i work at DraftFCB Portugal. That said, it’s now public (no privileged disclosure by me, then) that DraftFCB has just won two major accounts: KraftÂ’s $40 million Lunchables account and the $200 million Kmart account.

Kraft, Kmart accounts to Draftfcb

It’s about time that the media stops winning about the whole Walmart/Roehm thing. We have a new kind of agency being built, where ROI does mean “Return On Ideas”. As every pioneer, our model might seem different, but that’s precisely what makes us so interesting: a marketing-communications company, “turning insights about the consumer, the client and the competition into ideas that incite consumer behavior”, with accountability and creativity as cornerstones.

Come and meet us at

About Kmart
Kmart, a wholly owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66. For more information visit the company’s website at or the Sears Holdings Corporation website at

About Kraft
Kraft Foods Inc. (NYSE:KFT), through its subsidiaries, is engaged in the manufacture and sale of packaged foods and beverages in the United States, Canada, Europe, Latin America, Asia Pacific, the Middle East and Africa. The Company manufactures and markets packaged food products, consisting principally of beverages, cheese, snacks, convenient meals and various packaged grocery products. The Company operates in two segments: Kraft North America Commercial and Kraft International Commercial. It has operations in 72 countries and sells its products in more than 155 countries. In January 2007, the Company completed the sale of its hot cereal assets and trademarks. During the year ended December 31, 2006, Kraft acquired the Spanish and Portuguese operations of United Biscuits, and rights to all Nabisco trademarks in the European Union, Eastern Europe, the Middle East and Africa.

About Draftfcb
Launched in 2006, Draftfcb is a modern agency model for clients seeking creative, accountable marketing programs that build business and deliver a high Return on IdeasTM. With more than 130 years of combined expertise, the newly formed company has its roots in both consumer advertising and behavioral, data-driven direct marketing. The agency is the first global, behavior-based, fully inclusive, highly creative and accountable marketing communications organization to operate against a single P&L. The Draftfcb network spans 110 countries, with more than 9,000 employees worldwide, and is part of the Interpublic Group of Companies (NYSE: IPG). For more information, visit

2 thoughts on “Kraft and Kmart, make DraftFCB look smart

  1. 1

    really, you believe draftfcb is a “new agency model” It’s not. Unless you consider a defunct merger with an egotistical mad man at the helm a new model.

  2. Armando Alves

    (you’re posting from a IP, so i’m guessing that you’re from DraftFCB)

    You’re probably a creative. You probably think direct marketing is the scum of advertising and digital marketing is something geeks invented.

    When you wake from you glamourous advertising dream, when all you can think of is Cannes and Clio Awards, let me know so i can say: “Welcome to Advertising 2.0”.

    About Howard Draft: i don’t know him personally, so i can’t formulate a proper opinion about the “egotistical mad man”, but i surely can tell you taht he climbed to #1 with his agency. That surely does prove something, doesn’t it ?

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