Maxwell House Taps New Agency

Mcgarrybowen has added yet another Kraft Foods brand: Maxwell House, which comes at the expense of Ogilvy & Mather in New York, the company has confirmed.

The coffee brand, which last year spent about $27 million in major measured media, according to Nielsen, becomes the sixth Kraft brand that Dentsu’s mcgarrybowen has added since January — including three from WPP Group’s Ogilvy alone (Oscar Mayer, Crystal Light and now, Maxwell House). The others came from Nitro (Kraft Singles and Philadelphia Cream Cheese) and IPG-owned Draftfcb (Kraft Lunchables). All told, those brands spent nearly $190 million in media last year, per Nielsen.

As with Lunchables, which moved earlier this month, the shift of ad duties on Maxwell House came without a pitch. Ogilvy will retain promotional and digital marketing duties on the brand via its OgilvyAction and OgilvyOne units, according to a Kraft representative.

“We did not open it up for a formal pitch,” the rep said. “Since Kraft Foods has worked with mcgarrybowen on other brands we provided them an opportunity to present and we were impressed with their strategic and creative thinking to enliven Maxwell House communications and further grow the business.”

Mcgarrybowen services its Kraft business out of an office in Chicago that now employs about 50 staffers. That office also manages the shop’s Disney business.

Despite its losses, Ogilvy remains on Kraft’s roster, and in the U.S. handles brands such as Kool-Aid, Country Time, Capri Sun and General Foods International coffees and teas.