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Mcgarrybowen has added yet another Kraft Foods brand: Maxwell House, which comes at the expense of Ogilvy & Mather in New York, the company has confirmed.
The coffee brand, which last year spent about $27 million in major measured media, according to Nielsen, becomes the sixth Kraft brand that Dentsu’s mcgarrybowen has added since January — including three from WPP Group’s Ogilvy alone (Oscar Mayer, Crystal Light and now, Maxwell House). The others came from Nitro (Kraft Singles and Philadelphia Cream Cheese) and IPG-owned Draftfcb (Kraft Lunchables).
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