Tate & Lyle Hires Gyro

Brand consolidates assignments

Photo: Mario Tama

Food ingredients seller Tate & Lyle has consolidated the global lead role on its creative, media and public relations work at gyro.

The brand, which manufactures ingredients like Splenda and Sucralose and supplies them to other food and beverage companies, previously handled much if its creative in house. It also worked with a number of agencies on different assignments, including Chicago-based Jacobs Agency on media in the U.S. and Edelman for PR in the U.S. Europe is also a significant market for London-based Tate & Lyle.

Gyro will lead the account out of its Cincinnati office, which also works with marketers like Kellogg's and software company SAP. The agency won the Tate & Lyle business last month, following a review. Other participants could not immediately be determined.

Tate & Lyle spent about $560,000 on U.S. media in 2012, mostly in magazines, according to Kantar estimates. The marketer created the Splenda brand of sucralose in partnership with Johnson & Johnson. Tate & Lyle also owns Soda-Lo, a salt alternative, and Tasteva Stevia Sweetener, another sugar alternative. It also produces ingredients like high-fructose corn syrup.

“The appointment of gyro will help us to develop our identity further, and to strengthen our brand and customer proposition into the future,” said Gabriella Parisse, svp of global marketing at Tate & Lyle. 

Gyro's work for the brand will be Tate & Lyle's first global unified marketing push. The first executions from the agency will break in the fourth quarter of 2013. 


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