Dr Pepper Snapple Group has shifted creative duties on its A&W, Canada Dry and Sunkist brands to mcgarrybowen from Young & Rubicam, leaving Y&R with a single client brand: 7Up.
The shift adds a new agency to the beverage company’s core roster of creative shops, which expands from three to four. Mcgarrybowen, a unit of Dentsu, will handle the business out of its New York office. The brands are exiting the San Francisco office of WPP Group’s Y&R, which also handles 7Up.
Combined major media spending on A&W, Canada Dry and Sunkist totaled nearly $10 million in the first 11 months of 2009 and less than $3 million in 2008, according to Nielsen. By comparison, 7Up’s spending between January and November 2009 exceeded $17 million and $20 million for all of 2008, per Nielsen. Those figures don’t include online spending.
Y&R’s loss comes two years after the Dr Pepper Snapple Group shifted two other brands — Dr Pepper and Diet Dr Pepper — to Interpublic Group’s Deutsch/LA in Marina del Rey, Calif. Deutsch/LA also handles Snapple. Media spending on those three brands totaled more than $90 million in the first 11 months of last year, Nielsen figures show.
The Deutsch assignments remain in place, along with creative duties on Mott’s, which is handled by independent Laird + Partners in New York. Media spending on Mott’s approached $13 million through November last year — roughly the same as the total for ’08.
Dr Pepper Snapple Group evp of marketing Jim Trebilcock attributed the A&W, Canada Dry and Sunkist shifts to a quest for “new ideas [that] will bring a fresh perspective” to the brands. The move came without a review.