Borden Plans Major Ad Support for New Snack Line By Michael McCarth

NEW YORK - Borden, which has been consolidating its formerly long list of advertising agencies at a blistering pace, may be set to review its Nor

Almost all of Borden’s snack advertising is currently handled by W.B. Doner/Southfield, Mich., according to company officials.
The $7.2 billion food giant plans to test market a full line of Borden brand snacks during the first half of this year with major ad support.
However, the shop that will handle this new line as well as the rest of Borden’s huge snack business hasn’t been decided yet, according to Peter Cline, group vp/North American snacks. That decision will be made by David Hardie, the new vp/sales & marketing who came on board in early December after previous stints at ENJ Gallo Winery and Procter & Gamble.
While Cline said that the company is ‘very happy’ with Doner, he noted that it would be ‘inappropriate’ to make Hardie stay with a previous agency if he has other marketing ideas in mind. ‘He has to have open options,’ said Cline.
Hardie has recently been meeting with Doner to get up to speed on its work and to see if he wants to retain the shop on the snack account. If Doner, doesn’t get the nod, sources said that CME-KHBB/Minneapolis (which recently won the pitch for Borden’s consolidated pasta account) is a strong candidate.
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