From Ad Age: Campbell’s Soup Adds GSD&M, Taxi to Agency Roster

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. 

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