French’s Search Down to Three

NEW YORK–Three New York shops have advanced to the final round of the review for French’s mustard: Deutsch, DDB, and Messner Vetere Berger McNamee Schmetterer/Euro RSCG, sources said. Three other New York agencies–TBWA\Chiat\Day, Kirshenbaum Bond & Partners and Jordan McGrath Case & Partners–did not advance.

Billings on the account, which also includes French’s potato sticks, French’s French fried onions, Worcestershire Sauce and Frank’s RedHot Sauce, are estimated at $12-15 million.

French’s parent company, Reckitt Benckiser launched the review during the summer (Adweek, July 30) when five-year incumbent Warwick Baker O’Neill in New York closed its doors. New York consultancy Roth Associates is managing the search.