NEW YORK Six agencies have advanced in H.J. Heinz Co.'s estimated $15 million review of frozen food brands Ore-Ida, Smart Ones and Bagel Bites, sources said.
The shops are independents Cramer-Krasselt in Chicago, Doner in Southfield, Mich., and WestWayne in Atlanta; Publicis Groupe's Leo Burnett in Toronto and The Kaplan Thaler Group in New York; and Omnicom Group's Element 79 in Chicago, according to sources.
Eliminated from contention were MDC Partners' Kirshenbaum Bond + Partners and Margeotes|Fertitta + Partners, both in New York; Interpublic Group's Hill, Holliday, Connors, Cosmopulos in New York; and Havas' Arnold in New York.
The remaining contenders will visit the Pittsburgh-based client in late June for chemistry and credentials checks. Based on those visits, client executives will select three finalists, said sources. Heinz hopes to hire an agency in August.
The incumbent, Omnicom's DDB in San Francisco, split with the client in March. New York consultancy Roth Associates is managing the review.