ML Rogers Wins $15-20 Mil. Chipita Account

NEW YORK ML Rogers has landed pan-European creative duties on Chipita International’s estimated $15-20 million account after a review, the agency confirmed.

The other finalists were Publicis and independent Taxi, both in New York, and the incumbent, WPP Group’s JWT in Athens, Greece, according to sources.

ML Rogers, a New York-based independent that also works for Aamco, CIT Financial and The Scotts Co., is led by Mike Rogers, former executive creative director at The Wolf Group in New York.

Chipita, which markets a line of pastries and other snack foods, had wanted to hire a U.S. agency because executives believe the best packaged-goods advertising is created in America [Adweek, Oct. 25].

The client, located in Metamorfossi, Greece, is expected to set up a local network to distribute Rogers’ ads, which will break in Central and Eastern Europe this March.

The review was managed by New York consultancy Roth Associates, which did not return calls. ML Rogers could not immediately be reached for comment.