Kraft Heinz has selected Dentsu Aegis Network's media agency Carat to lead its media account out of Australia, following a global pitch.

Publicis Groupe's Starcom, the incumbent, was part of the shortlist alongside Carat and Omnicom Media Group’s PHD and WPP’s MediaCom.

Carat also will take the lead agency role in developing global projects and capabilities with the company’s Amsterdam-based Global Media team.

While the incumbent Starcom Worldwide has handled all the company’s global media buying and planning since 2018, Kraft Heinz is retaining Starcom as its agency of record within the U.S. Zone, the company’s largest business segment – but under a brand-new proposition.

“As a company, we’re on an exciting journey of transformation. We’re thrilled to welcome Carat aboard, as the agency will bring data-driven insights and help drive growth within our diverse Canada and International Zones as we shift to an even stronger consumer-obsessed mindset and build a culture of creativity,” said Nina Barton, Global Chief Growth Officer at Kraft Heinz.

The agreements are in process and subject to approval.

Commenting on the review, Michael Epstein, CEO, Global Media Brands & Product, Dentsu Aegis Network said, “We are incredibly honored to partner with Kraft Heinz on their journey to connect people with some of the most loved brands in the world. Our teams around the world are excited to start designing and delivering new and compelling brand experiences that deliver growth every day for Kraft Heinz.”

Read the full statement here.