Kraft Foods has awarded another large assignment to mcgarrybowen, sources said. This time, the iconic Oscar Mayer business moves to the shop in New York
Kraft spent slightly more than $80 million on Oscar Mayer ads last year and $23 million supporting the brand in Q1 ’09, per Nielsen.
One of Kraft’s billion-dollar-selling brands, the business has been at WPP Group’s Ogilvy & Mather in Chicago for nearly two years.
Reps at the client and shops involved could not immediately be reached for comment.
Last week, Kraft shifted creative duties on its Kraft Singles and Philadelphia Cream Cheese brands to mcgarrybowen, eliminating Nitro – which had handled those assignments — from its agency roster.
Ogilvy added the Oscar Mayer account, which had been at JWT, Chicago, after Kraft pulled about $130 million in business from Ogilvy’s corporate sibling. Nitro also joined Kraft’s roster in 2007, when it landed the Kraft Singles business (which had been at JWT) after a review. Nitro won Philadelphia Cream Cheese from JWT last year.
Dentsu’s mcgarrybowen joined the Kraft roster in 2006 and now handles more than a half-dozen brands, including Miracle Whip and Kraft’s namesake mayonnaise, salad dressings and barbecue sauce. The agency’s Kraft business is based in the shop’s Chicago office, which last week named Timothy Scott, a former DDB global business director, managing partner. Scott oversees an outpost of more than 25 staffers, and he principally partners with co-executive creative directors Ned Crowley and Jonathan Moore to run the office. In addition to Kraft, the operation also works for Disney.