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Droga5 Wins Hotly Contested Sausage Pitch

Add Johnsonville to the brands the agency amassed this year

Cramer-Krasselt's "Bratsgiving" effort this August wasn't enough to retain Johnsonville.

Droga5, Adweek's U.S. Agency of the Year, has added sausage to its fire.

Johnsonville Sausage has selected the New York shop to handle its creative business after a review, Johnsonville has confirmed. Annual media spending is around $30 million.

Sources previously identified the other finalists as Fallon, Crispin Porter + Bogusky and the incumbent, Cramer-Krasselt. Avidan Strategies helped manage the process.

In making the selection, Johnsonville vp Fabian Pereira cited a cultural fit and Droga5's "proven track record of developing creative that transforms brands." Agency chief creative officer Ted Royer, in turn, said Johnsonville has a "like-minded culture and entrepreneurial spirit." The new agency's first work is expected in the first quarter of next year.

C-K's Milwaukee office had handled the account since 2008.

The search did not include media planning and buying, which remains at Compass Point Media, the media unit of Interpublic Group's Mithun.

Droga5's latest win follows a string this year that included Air Wick, Clearasil, Quilted Northern, Dixie, Jockey, Dun & Bradstreet and Mirai, a new fuel-cell vehicle from Toyota. Along the way, the agency's revenue grew 44 percent to an estimated $78 million.

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