GSD&M Takes Tostitos Creative

DALLAS Frito-Lay has awarded creative duties on Tostitos to Omnicom Group’s GSD&M, the shop has confirmed.

Frito-Lay has spent $30 million on media this year through October to advertise Tostitos, according to Nielsen Monitor-Plus.

A GSD&M representative declined to provide more details about the win and referred calls to the client, who could not be reached for comment.

However, shop president Roy Spence said his agency is “thrilled” to be part of the Frito-Lay family. “We’re particularly proud to be chosen as [lead agency] for Tostitos, since it is one of the most important brands in the Frito-Lay portfolio,” he said.

A representative from incumbent Omnicom shop BBDO in New York said, “This move is consistent with comments the client made back in June about taking full advantage of Omnicom’s resources.” He declined further comment.

Last spring the client asked the Austin, Texas-based GSD&M to create a campaign that would run during the Jan. 2 Tostitos Fiesta Bowl. That work, and ads produced by BBDO in New York, has been in “testing” for months, according to sources.

The Plano, Texas-based client not only chose GSD&M’s work for the bowl game, but also decided to give the account to the agency, sources said.

In May client representative Charles Nicolas confirmed Frito-Lay was speaking with other agencies [Adweek Online, May 28]. He 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.”

Omnicom’s OMD handles media for the brand. Sibling BBDO has handled creative duties since 1997.

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