NEW YORK StrawberryFrog has poached Sophie Kelly from JWT to become a partner who will oversee StrawberryFrog’s work on Frito-Lay.
Kelly (pictured), who was executive management director of Diageo brands at JWT, will start at StrawberryFrog in early April. The agency has been seeking a top director of Frito-Lay brands since it starting building up that roster over the past few months. The agency, which is headquartered here, also handles Quaker Oats in Brazil and Mexico.
The agency’s first work with Frito-Lay was its launch of the TrueNorth nut snack brand in January 2008. Over the past year or so, the agency has added Stacy’s Pita Chips and Sabra, a hummus brand co-owned by Frito-Lay.
Kelly joins chief executive Scott Goodson, global planning director Ilana Bryant, head of planning Chip Walker and executive creative director Kevin McKeon and Ramesh Rajan, who runs business affairs, on the StrawberryFrog agency management team.
“I’ve had a brilliant time at JWT, but it’s time for a new challenge. Both clients and agencies are facing a rapidly changing volatile environment that requires them to rethink the way they market their brands,” Kelly said.
At JWT, Sophie Kelly oversaw the growth of Smirnoff, Baileys and Jose Cuervo brands. In addition to Diageo, Kelly was a part of the team that won the JetBlue business for JWT New York. Before that, she oversaw the management of brands from Procter & Gamble, Kellogg, Reebok, Unilever and Nestle.
Said Goodson: “This partnership is most important for StrawberryFrog as we build our relationships with our clients and as we lead our agency into the future. The management team and I have taken our time to find someone who is one of the very best in our business. Sophie is a true Frog, and is the perfect addition to our team.”
A JWT rep declined comment.