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Oreo is reaching beyond its creative lead agency, Draftfcb, in search of a Super Bowl commercial. The Interpublic shop is going up against Wieden + Kennedy to develop ideas around a client-requested "cookies versus cream" concept.
From January through June, Kraft spent $21.9 million in measured media marketing on the Oreo brand, according to Nielsen. As recently as 2008, the company invested $64.1 million in marketing Oreo, but in subsequent years it has decreased measured media support.
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