Bromley, Aguilar vs. New Yorkers For Campbell Soup Assignment

By Steve Krajewski

DALLAS–Campbell Soup Co. is pitting three of the country’s top Hispanic advertising agencies against each other as it prepares a return to Spanish-language marketing after a lengthy hiatus.

Sources last week said Bromley, Aguilar & Associates in San Antonio and New York shops The Bravo Group and Siboney USA have been asked to make final presentations to executives at the Camden, N.J.-based company in the coming weeks.

Executives at those agencies either could not be reached or declined to comment.

Rob Desatnick, the Campbell Soup marketing executive leading the review, did not return calls.

Insiders said the client had not discussed potential billings for the account, though one agency executive expected it to be in the $5-10 million range. A decision is expected next month.

The brands being discussed are the company’s red-and-white label soups, as well as its Pace Picante Sauce and V-8 juice lines, according to sources.

It was not clear if other brands, like the company’s Chunky Soups line, are also being included.

Campbell Soup executives held pre-pitch briefings with the agencies last week to answer any questions.

Final presentations are expected to include responses to a strategic positioning assignment, as well as a discussion of creative concepts. Speculative creative is not a requirement at this time.

A representative for Univision, the Spanish-language television network, said Campbell Soup has not had a formal marketing program aimed at Hispanic consumers since the late 1980s.

Bromley, Aguilar & Associates is likely to leverage its packaged-goods work for Procter & Gamble in its presentation. The agency merged with Irvine, Calif.-based Noble & Asociados in January 1995, acquiring responsibility for 23 different brands under the Procter & Gamble umbrella.

Pitching the Campbell Soup account is in line with Bromley, Aguilar’s recent strategy of pursuing only blue-chip clients. The agency last year was awarded advertising duties for San Francisco-based Levi Strauss & Co. and is at work on its first creative. Other clients include Coca-Cola, Anheuser-Busch, Clairol and Polaroid.

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