Campbell’s pools 180m brief at Y&R and BBDO
Campbell Soup Company has consolidated its $300m (182m) global advertising account in Young & Rubicam and BBDO Worldwide without a pitch. As a result Foote Cone & Belding and Saatchi & Saatchi have been dropped from the food giant’s roster.
In the UK, the 5m Campbell’s soup and sauces business will shift from Saatchi into Y&R, which already handles the company’s Homepride account.
All European soup advertising, worth 20m, will now be handled by Y&R. The agency has also picked up the US Pepperidge Farm biscuit and bread business from Saatchi, and the US sauces and pasta brands Prego, Pace and Franco-American from FCB.
BBDO continues to handle the US, Mexican, Australian and Canadian soup business.
The review follows the appointment of Tim Callahan last month as vice-president of global business development with responsibility for worldwide advertising, market research and design. The position had been vacant since 1996.
Campbell’s appointed Littlewoods Lotteries’ marketer Andrew Slamin as marketing director last week (MW November 5), following the promotion of Alison Levett to the new position of commercial director.
The company is attempting to increase its share of the world’s soup market and is undergoing a global restructure in the hope of capturing more European and Asian business.
News Analysis, page 22
