TBWA\C\D Wins Panera Bread

CHICAGO Omnicom Group’s TBWA\Chiat\Day has landed the Panera Bread account, besting Interpublic Group’s Mullen in a review, sources said.

Mullen pursued the account out of its Wenham, Mass., headquarters office, against TBWA\C\D in San Francisco.

Agency officials either could not be reached or referred calls to the client. A client representative was not available for comment.

The Richmond, Mo.-based company spent slightly more than $4 million last year, according to Nielsen Monitor-Plus, but sources said the company could increase its ad budget to $20 million.

New York consultancy AAR Partners managed the process and could not be reached for comment.

Incumbent Core, a St. Louis independent, did not defend.

Pannera operates more than 700 stores in 35 states, mostly in the Midwest and Northeast.