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Quaker Oats Picks Goodby

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NEW YORK Goodby, Silverstein & Partners has won a pitch for creative duties on PepsiCo's Quaker Oats after a review involving three Pepsi roster shops, the agency and client confirmed.

Major media spending on the brand totaled nearly $45 million last year and about $20 million in the first half of 2008, according to Nielsen Monitor-Plus.

Although the pitch centered on Quaker Oats and its namesake oatmeal product line, Goodby's assignment also includes breakfast cereals Life and Cap'n Crunch. Quaker spent $20 million-plus in major media last year on Life and $7 million on Cap'n Crunch, according to Nielsen Monitor-Plus. Aunt Jemima and Rice A Roni also go to Goodby, but advertising on those brands has been minimal of late.

Sources identified the other contenders as fellow Omnicom Group units TBWA\Chiat\Day in Playa del Rey, Calif., and DDB in Chicago. The incumbent was Omnicom's Element 79 in Chicago, which is now completely off PepsiCo's roster.

Final presentations took place this week at the headquarters of Pepsi's Quaker division in Chicago, according to sources.

The selection comes after Quaker shifted creative duties on its rice cake snacks, including Mini Delights and Quakes, from Element 79 to Omnicom's Juniper Park in Toronto, a subsidiary of BBDO, sources said.

The latest shifts come six months after Quaker reassigned Gatorade to TBWA\C\D and Tropicana to Omnicom's The Arnell Group in New York. Element 79 handled both those brands as well.