Kraft Foods Latin America looks to restructure PR

Kraft Foods Latin America is on the point of restructuring its regional public affairs department, now called corporate and government affairs.

The Buenos Aires-based regional manager Cristian Sainz - who joined Philip Morris (original parent company of Kraft) in 1995 as senior lawyer - will leave the North American company at the end of April to continue working with Kraft from his new consultancy Sainz & Asociados Corporate Affairs.

Sainz's agency will take on some of the PR consultancy work currently carried out by Burson-Marsteller, such as training in crisis management and corporate social responsibility plans for the food company.

Sainz described his new enterprise in the PR market as a fortunate "union of regional legal firms with PR agencies" to deal with company conflicts from the point of view of strategic issues management and not litigation.

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