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).
Just as technology evolves, so do audiences. The gaming companies achieving success are the ones who adjust, adapt and embrace the ever-changing landscape.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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