Frito-Lay Looks Beyond BBDO on Tostitos

DALLAS Frito-Lay is talking with Omnicom Group agencies other than incumbent BBDO about working on its Tostitos brand, the client confirmed.

The business is worth more than $50 million, sources said.

“Consistent with PepsiCo’s move a year ago to bring all its creative work under the Omnicom family of agencies and provide the company with the greatest possible pool of talent, Frito-Lay is talking about its Tostitos work with both [incumbent] BBDO and other Omnicom agencies,” said client representative Charles Nicolas.

Nicolas would not say which agencies Tostitos executives are meeting with, but sources said brand representatives visited Omnicom’s GSD&M in Austin, Texas, last week for a strategy session. Informal discussions between agency and client have been held for more than a month, sources said.

Both BBDO in New York and GSD&M declined comment.

Plano, Texas-based Frito-Lay spent $20 million last year to advertise Tostitos, according to TNS Media Intelligence/CMR.

Omnicom’s OMD handles media for the brand.

BBDO handles creative work for other Frito-Lay brands including Cheetos, Doritos, Lay’s and Ruffles.