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LOS ANGELES Independent agency Black Lab has won Bimbo Bakeries USA’s multibrand baked-goods account following a monthlong, closed review, an agency rep said last week.
The Venice, Calif.-based shop pitched an integrated-marketing approach to beat out Interpublic Group’s Foote Cone & Belding in Irvine, Calif., and independent O’Leary & Partners, also in Irvine. Straying from its standard procedure of employing multiple agencies for each brand and discipline, Bimbo Bakeries charged Black Lab with creating simultaneous advertising, PR, media, Web and promotional campaigns for the company’s four best-selling brands: Oroweat, Entenmann’s, Thomas and Francisco.
“We
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