Bakery Unbundles At NextMedia, MediaWise, Creative Specialists
DALLAS–One year shy of celebrating their 60th anniversary together, DDB Needham Dallas and Mrs Baird’s have called it quits.
Since 1939, an uninterrupted creative and media relationship has endured the original Tracy-Locke Advertising’s evolution into Omnicom-owned DDB Needham Dallas. But with the bakery now under the direction of new owners, according to client officials, Mrs Baird’s left DDB last month to unbundle an estimated $4-5 million advertising account among media shops and undisclosed creative boutiques and freelancers.
Those immediately benefitting were Dallas buying firms NextMedia and MediaWise. NextMedia received the lion’s share of buying and planning for all Mrs Baird’s bread and sweet goods products, while MediaWise–a subsidiary of Dallas agency Gleason Calise Associates–picked up the Tia Rosa tortillas line.
Individual billings for each shop were undisclosed. According to Competitive Media Reporting, the brand spent $2.3 million in major media advertising. Mrs Baird’s marketing official Harold Heinze said the company has traditionally spent $4-5 million annually in advertising.
DDB president Jake Shroepfer could not be reached for comment.
The change was initiated by a directive from Mrs Baird’s new owner, Grupo Industrial Bimbo of Mexico, to streamline advertising costs. “This was an effort by us to maximize our cost efficiencies,” said client senior brand manager Dan Larson. “It was . . . a decision we were challenged with [after] the acquisition by Bimbo.”
Last May, Bimbo bought the family-owned bakery, headquartered in Fort Worth, Texas. The two companies had been partnering since 1994 in a joint venture that included the addition of Bimbo’s Tia Rosa’s tortillas to Mrs Baird’s stable.
MediaWise president Eileen Weinert said Tia Rosa will be the focus of the client’s marketing in the category. The food supplier said it will continue to sell its Texas Tortillas line.
The win for NextMedia came after Mrs Baird’s bypassed larger media outfits in the region, according to the company. Mrs Baird’s joins Grandy’s restaurants and Mapsco on the NextMedia roster. “Mrs Baird’s takes us to the next level of our growth strategy,” said principal Mike Ritzman.
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