Maxwell House Drops Wieden + Kennedy in Portland

Agency lays off 30 staffers

Kraft has shifted creative responsibilities on its Maxwell House brand, after less than a year at Wieden + Kennedy.

The loss contributed to the agency's decision to layoff some 30 staffers on Friday and Monday, according to sources. Another factor was the pending loss of Electronic Arts' media business, which is in the late stages of a review. The agency did not defend.

"We appreciate Wieden + Kennedy’s work to reposition Maxwell House with our 'Say Good Morning to a Good Day' campaign," said a spokesman for the company in a statement. "They were the right agency partner to help guide this important re-launch for one of our most iconic brands and we look forward to their continued partnership on other assignments." 

It is unclear if the brand is in review or if another Kraft roster shop has picked up the business, as the spokesman declined to provide more detail. Maxwell House's media spending totaled nearly $8 million last year, down from more than $20 million in 2012, according to Kantar Media.

Despite the shift, W+K remains on Kraft's creative roster, handling Velveeta.

Prior to its shift to W+K last year, mcgarrybowen handled the brand for several years.