DDB Beefs Up With IBP Media

DDB Chicago has reason to be glad that Tyson Foods was unable to back out of a deal to acquire IBP this summer.

Tyson has shifted media buying and planning duties for its estimated $20 million IBP business to DDB and its media arm, OMD, from Foote, Cone & Belding, a Tyson executive confirmed.

FCB Chicago continues to handle creative for IPB, launching a $20 million effort this summer behind its Thomas E. Wilson brand of fresh, frozen and cooked meats. That campaign was tagged, “Make more out of dinner with Thomas E. Wilson.”

Jack Dunn, the former president of IBP’s Consumer Branded Products Group who now works on the brand at Tyson’s Springdale, Ark., headquarters, said shifting the media job to DDB was made in an effort to get more leverage in buys.

With the addition of the IBP media business, which includes the Jose Olé Mexican line, DDB’s Tyson account bills an estimated $50 million. The agency will handle planning while buying is done by the Omnicom Group’s OMD media unit.

Although DDB is sure to be angling for the creative portion of the IBP assignment as well, Dunn said there are no plans to move that account away from FCB and that the summer “Make more out of dinner” effort had been deemed successful.

“We’re happy with the creative at FCB and frankly think it’s a good move to keep [the Tyson and IBP brands] at two agencies,” said Dunn, who is taking a senior vice president role within Tyson.

Tyson acquired IBP, based in Dakota Dunes, S.D., this summer despite last-ditch efforts to back out of the $2.7 billion deal.

At the time, Tyson claimed that account irregularities made it unaware of IBP’s true financial situation. But IBP successfully sued to push the deal to completion and combine the nation’s largest beef and pork processor with its chicken counterpart.