Campbell’s to cut agency roster in half

Campbell Soup plans to split its agency roster in half in a review of its $200m (130m) global advertising account.

The food giant, famed for its red and white soup cans, uses eight agencies at present. It plans to invite non-roster and incumbent agencies to pitch during the review – likely to take place in the first half of next year.

Among its roster agencies are Saatchi & Saatchi, the London office of which has worked on campaigns for the brand in the UK, and Saatchi sister agency Bates USA, which works for the company in the US. Ogilvy & Mather is another Campbell’s agency outside the US.

Campbell’s plans to bring its largest brands under one agency worldwide, though it is likely to group smaller brands together in one agency on the basis of product categories.


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