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Lay’s, the chip brand owned by PepsiCo’s Frito-Lay, has issued an RFP for its creative advertising business.
Several of the industry’s best-known agencies are currently involved in the pitch. They include BBDO, Crispin Porter + Bogusky, TBWA\Chiat\Day, R/GA and Deep Focus, which has worked on Lay’s projects in the past. The company also purportedly reached out to Droga5, which declined to participate.
Like many other CPG businesses, Frito-Lay has largely abandoned the traditional agency of record model. In 2015, it moved the Lay’s creative account away from former AOR Energy BBDO, and a spokesperson explained the decision at the time by
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