J.M. Smucker Consolidates Digital with Razorfish

By Erik Oster 

J.M. Smucker has consolidated its North American digital marketing account with Publicis Groupe’s Razorfish, concluding a six month review.

The assignment encompasses digital creative, web design, SEO, CRM and ecommerce on all J.M. Smucker brands, of which the company actively markets around 19, including Smucker’s, R.W. Knudsen, Dunkin’ Donuts, Folgers, Hungry Jack, Jif and Big Heart Pet Brands (including Milk-Bone and Meow Mix), which it acquired last year. Razorfish will reportedly divide duties on the account across multiple offices, although details of the assignment have yet to be finalized.

According to Kantar Media, J.M. Smucker spent around $86 million on paid media in 2015 and $40 million for the first half of 2016.


For Razorfish, the account win follows a round of downsizing in North America this summer. Earlier this year the agency made a pair of senior appointments, welcoming Mark Cibort as managing director of its Los Angeles office and Kevin Lane as vice president, strategy and planning.

Near the beginning of the year, Razorfish global chief strategy officer Scott Sorokin stepped down in the wake of the tragic death of Razorfish CEO Tom Adamski, who passed at the age of 43 last October following a battle with cancer.

[Image via AP Photo/Steven Senne]