Blue Bunny Ice Cream appointed Omnicom-owned, Austin-based agency GSD&M as its lead media agency following a review, Adweek reports. GSD&M takes over for Colle+McVoy and will be responsible for media strategy, buying and planning.
Blue Bunny vice president of marketing Adam Baumgartner cited the agency’s “attention to detail in the planning process coupled with their strategic leadership in media plan development” as the impetus for the decision.
The move comes ahead of Blue Bunny’s planned rebranding push for 2016. Bolder Brands is handling creative on a multimedia campaign expected to break later this year, which will likely include national and local broadcast, print, OOH and digital components.
The Wells Enterprise-owned brand spent approximately $10 million on measure media in 2013 and 2014, according to Kantar Media. Spending was down for the first nine months of 2015, at just $1.5 million, but with the impending rebranding campaign that number will likely jump back up for 2016.