Draftfcb Gets Company on Oreo

Wieden gains Super Bowl project after pitch

Wieden + Kennedy’s reputation for creating memorable ads for the Super Bowl didn’t clinch its successful bid to create one for Oreo, but it had to have helped.

W+K has been assigned the honors of creating an ad run during the most watched show on television. That said, the assignment is a discreet project and won’t result in W+K overtaking lead agency Draftfcb on Oreo, a Mondelez representative said. Draftfcb, a unit of Interpublic Group, has worked on the business since 1999.

Going forward, however, Draftfcb will have company on the global cookie brand. Oreo parent Mondelez International will now use multiple Interpublic shops on Oreo, including Draftfcb and The Martin Agency, the rep confirmed.

Martin, a domestic agency based in Richmond, Va., is expected to lead U.S. efforts, while Draftfcb handles global strategy and execution.

Current public relations agency Weber Shandwick also is part of the IPG group. John Campbell, the New York-based global account director on all of Draftfcb’s Mondelez business—including Oreo, Chips Ahoy, Club Social and Tuc—will manage the IPG agency efforts on Oreo.

For W+K, the marquee assignment comes 18 months after Mondelez sister company Kraft Foods hired the agency to work on Velveeta. As first reported by Adweek, both Wieden and Draftfcb pitched ideas for the Super Bowl ad. The brief centered on the concept of “cookies versus cream.”

The resulting commercial—the first for Oreo on a Super Bowl—will run during the first half of the game, according to the rep. 

Wieden is part of a new wave of Kraft and Mondelez agencies that includes Martin, Droga5, mcgarrybowen, Crispin Porter + Bogusky, TBWA and Taxi. Most came aboard under Dana Anderson, the former svp of marketing strategy and communications at Kraft (the North American grocery brands unit) who shifted to Mondelez (the global snacks unit) last month.

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