Insiders say that, although JWT has work in production for Kenco, it has failed to crack the brief for the brand.
JWT was forced to pitch for the brief against its sister agency Ogilvy & Mather earlier this year as part of Kraft's drive to reinvigorate its portfolio. Since the head-to-head pitch, the food group has held chemistry meetings with other agencies, which attribute the move to a global marketing shift at Kraft.
Kenco is one of a number of key lines Kraft has identified as power brands within its portfolio, and it is understood to be keen to raise the brand's profile in the UK.
The instant-coffee sector has suffered from the rise of cafe culture in the UK, with consumers picking up fresh coffee on the move at the expense of instant varieties.
The review coincides with plans by Kraft to launch a new instant-coffee brand in the UK, which could come under the Kenco umbrella brand.
The company is also keen to create more global marketing platforms and is talking to agencies about the creation of a global CRM programme, a streamlining strategy reflected in its decision to rename Dime bars Daim across Europe last year.
Kraft's coffee portfolio in the UK includes the Mellow Bird's, Carte Noire, Maxwell House and Cafe Hag brands. It also owns brands inclu-ding Oreos, Toblerone and Philadelphia.
A spokesman for the company denied there were plans to change Kenco's ad agency arrangements.
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