7Up Shifts to Mcgarry

Mcgarrybowen, seven months after landing on Dr Pepper Snapple Group’s roster of creative agencies, has added one of the company’s core brands: 7Up.

The New York shop’s win — which sources said came without a review — comes at the expense of the San Francisco office of WPP Group’s Young & Rubicam, as did mcgarrybowen’s first Dr Pepper Snapple Group assignments: creative duties on A&W, Canada Dry and Sunkist. As a result of the latest shift, Y&R has been wiped from the company’s roster.

Major media spending on 7Up and Diet 7Up totaled nearly $20 million last year and almost $10 million in the first half of 2010, according to Nielsen. Those figures don’t include online spending.

Tom Sebok, North American president and CEO of Y&R, acknowledged the split with Dr Pepper Snapple Group, saying, “We’re proud of our long association with them. We wish them the best.”

Mcgarrybowen declined to comment.

In a statement, Jim Trebilcock, evp of marketing for Dr Pepper Snapple Group, said, “We have been very pleased with the work mcgarrybowen has delivered on A&W, Sunkist Soda and Canada Dry since coming on board in February. As we re-launch the 7UP brand, we see a huge opportunity to reinvent the brand and provide better synergy across our ‘Core 4’ brands.”
Y&R’s loss comes two years after the company shifted Dr Pepper and Diet Dr Pepper from the agency to Interpublic Group’s Deutsch/LA in Marina del Rey, Calif. Deutsch/LA also handles Snapple. Media spending on those three brands totaled $98 million last year and $60 million in the first half of 2010, per Nielsen.