The American Egg Board has awarded its media planning and buying account to Publicis Groupe's Starcom after a review, the client has confirmed.
The Egg Board, which uses the "Incredible edible egg" slogan as the foundation of its messaging to consumers, spent $12 million on measured media in both 2008 and '09, according to Nielsen.
Per Kevin Burkum, the client's svp, marketing, the scope of work includes all media duties including digital. Starcom starts on the account effective July 1.
The incumbent is WPP Group's MediaCom.
A list of review contenders was not immediately available. WPP's Grey handles creative duties, which were not part of the competition.
Last year, Grey created a campaign that touted the physical and mental health benefits of the "incredible egg" with 15-second spots introducing "Incredible People" (pictured).