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NEW YORK Kraft Foods has confirmed the shift of creative duties on its Crystal Light brand to roster shop mcgarrybowen.
The shift, from Ogilvy & Mather here, came after a “jump ball” involving several roster agencies, said a source. Mcgarrybowen yesterday referred calls to the client. A Kraft representative confirmed the shift this morning.
“We were just looking for a fresh perspective” on the brand, the client rep explained. In addition, mcgarrybowen has “breathed some new energy” into other Kraft brands it handles, the rep said.
Crystal Light, which last year spent $40 million in major measured media, according to The Nielsen Co.,
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