Kraft Heinz, the popular consumer goods brand, recently issued an RFP for its $600M global media business. It plans to cut the number of agencies it works with by half while boosting media spend by 30%. With four of the six biggest agencies expected to craft pitches, we used Similarweb data to explore which factors every pitching agency needs to consider when pitching to an FMCG brand. The four pitching are WPP, Omnicom, Publicis and Dentsu, while Havas and Interpublic are said to be holding out. Additionally, Starcom Worldwide is reported to be pitching to defend its position as its contract with Heinz expires this year.

This blog will focus on the Heinz UK offering and potential partners, but by using Similarweb this process can be replicated across countries to build geo-specific brand strategies by agencies worldwide.