Two days ago, I wrote that Berlin Cameron still had Silk Soy Milk. I was wrong.
After speaking with the Silk’s public relations team, I’ve realized that Berlin is off the account. The last work the agency created for the brand took place in April 2008. The campaign was called “Take A Sip Forward.” What happened in the intervening months? The old stand by regarding the “Boys Club” in New York is that they are great a hyper-cool, culturally hip campaigns. Forget about the mass brands. It ain’t their thing.
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Silk spent $25 million-plus on media last year, up from $22 million in 2006, per Nielsen Monitor-Plus. The new agency has yet to be named. Stay tuned.