Just weeks after reporting that G2 appointed Ogilvy alum Harvey Kipnis as its new USA CEO (Kipnis, FYI, officially “hit the ground running” this week), we’ve received confirmation that the agency has had to make some cuts. According to those in the know, G2 did have to let go of approximately 12-15 staffers in New York and Philadelphia as part of an effort to “realign our head count to our revenue.”
Over the last couple of weeks, we’ve received word that the loss of client work for Campbell’s and Smuckers may have had something to do with this latest move. The Smuckers camp has been tight-lipped thus far, but sources familiar with the matter add that Campbell’s has reallocated some of its digital assignments including those for its condensed soups and beverages line, which G2 was working on (examples include the V8 juice site). While G2’s work for this particular group of Campbell’s may be winding down, we’ve been told that the agency’s efforts for other brands in the roster, i.e. Pepperidge Farm, has been “increasing.”