DALLAS Millsport, a division of Omnicom Group's The Marketing Arm, received Partner of the Year honors at Frito-Lay's annual Salty Awards, the shop said.
Recognizing outstanding achievement in marketing, the award was given to the Frito-Lay agency or supplier who "best develops an insight, program or tool that delivers productivity, elevates Frito-Lay's capabilities, adds value throughout a project through creativity, flawless execution, and understanding Frito-Lay's business," as outlined in the award criteria.
Millsport won the 2004 Salty for its work on the Lay's Challenge, an event-marketing program, and the Lay's Touchdown Dance, a retail and consumer promotion that culminated at Super Bowl XXXVIII.
"We've had the privilege of working with Frito-Lay for the past 10 years, and it feels great to have our team recognized for its outstanding work on several key brand building and sales growth initiatives," said Andrew Robinson, Millsport's senior vice president.
With offices in Stamford, Conn., Dallas, Atlanta, Los Angeles and Charlotte, N.C., Millsport began working with Plano, Texas-based Frito-Lay in 1994 to help launch Tostitos' sponsorship of the Fiesta Bowl. The agency also works on the client's National Football League, Nascar and college sports programming.