CPG Marketer Moves New Product Assignments Away from Big Networks to Smaller Shops
By Rupal Parekh
Published: May 29, 2013
Campbell Soup Co. is expanding its agency roster to include smaller agencies which will be tasked to handle new products such as microwavable soup pouches and the company’s growing line of dinner sauces.
The marketer will retain WPP’s Y&R and Omnicom Group’s BBDO as its lead agencies on established brands such as its core soups and Pepperidge Farm cookies, crackers and chips. But it is shifting smaller accounts out of those shops to two sibling agencies, WPP’s Taxi in Toronto and Omnicom’s GSD&M in Austin. Read more here.