Doritos Confirms Goodby

NEW YORK Frito-Lay has awarded its Doritos ad account to Goodby, Silverstein & Partners, the client has confirmed. Estimated billings exceed $30 million.

Goodby in San Francisco prevailed after a review that included three other Omnicom Group agencies, sources said.

“As the spirit and personality of Doritos has evolved over time, so has the brand’s creative marketing and advertising campaigns,” said Lora DeVuono, group vice president of brand marketing and advertising, Frito-Lay North America, in a statement. “This evolution has led us to Goodby, an agency that can make one of Frito-Lay’s strongest brands even more relevant to consumers.”

“The Doritos brand is a true icon and we look forward to being part of the Frito-Lay team,” said Jeff Goodby, shop chairman and co-cd. “This is a chance to put Doritos front and center in people’s minds where it belongs.”

Goodby pitched last month against the incumbent, BBDO in New York, DDB in Chicago and GSD&M in Austin, Texas.

Doritos spent $30 million on ads in 2004 and nearly that much through November 2005, per Nielsen Monitor-Plus.

BBDO remains the client’s worldwide partner and continues to handle its Lays and Cheetos products in the U.S., which had estimated 2005 media spends of $70 million and $15 million, respectively.

Plano, Texas-based Frito-Lay, part of PepsiCo, consolidated all of its advertising work at Omnicom shops in 1998.

This story updates an item posted earlier today with client confirmation and additional details.