Quaker Oats has shifted its &£7.2m UK advertising account out of Rainey Kelly Campbell Roalfe/Y&R and into Abbott Mead Vickers. BBDO following owner PepsiCo’s decision to consolidate its business into Omnicom-owned agencies.
The decision affects the Sugar Puffs, Harvest Crunch, OatSo Simple, Scott’s Porage Oats, Quaker Oats, Snack-a-Jacks and Harvest Cheweee brands. It is understood that there was no pitch between AMV.BBDO and Rainey Kelly for the business.
AMV.BBDO already handles the UK advertising for PepsiCo-owned Walkers Snack Foods. Walkers spends &£15.5m on advertising in the UK.
PepsiCo acquired the Quaker Oats Company, including soft drinks brand Gatorade, for &£9.6bn in 2000.
The global realignment of PepsiCo’s business into Omnicom-owned agencies began after Interpublic, which handles Coca-Cola advertising, bought True North, which in turn owns FCB – at the time an agency used by PepsiCo.
PepsiCo moved all its business out of FCB to Omnicom last year, giving its &£1.6m Tropicana account in the UK to BMP DDB (MW February 7, 2002). It also moved its &£25m media buying account from MediaVest into OMD UK, following a pitch between the two agencies (MW October 24, 2002).