Ogilvy Wins Bakery Unit Of Flowers

The local office of Ogilvy & Mather last week was named to handle the estimated $5 million-plus advertising account of Flowers Bakeries, a business unit of Flowers Industries, which is based in Thomasville, Ga.
Ogilvy & Mather edged another Atlanta agency, Austin Kelley, for the advertising and marketing of Flowers, which is one of the country’s leading producers of fresh and frozen baked foods for retail and food-service customers.
The account review was conducted by Jerry Brown of Atlanta’s Brown & Martin Consulting.
The incumbent on the account, Noble & Associates of Springfield, Mo., was not a finalist. Sources close to the review process indicated Flowers Bakeries wanted an agency partner closer to its headquarters in the southern part of Georgia.
Ogilvy & Mather’s primary job will be consumer brand advertising for such brands as Nature’s Own, Cobblestone Mill, Whitewheat and BlueBird.
“We chose Ogilvy & Mather for their solid experience in retail and packaged goods, and their direct experience in the food category,” said Janice Anderson, director of marketing at Flowers Bakeries, in a statement. “In their presentation they not only demonstrated a thorough knowledge of our industry, but more important how they creatively execute marketing strategies.”
According to a client official, there is no timetable for the agency’s first major creative work to appear.
Ogilvy & Mather is hardly a novice in the packaged-goods and food-service categories. The agency’s client roster includes Krystal Co. (fast food), Food Lion (supermarkets) and McCormick & Co. (spices sold in grocery stores).
“We’ve been interested in Flowers’ business for over a decade,” said Ogilvy & Mather president Neill Cameron. “We’re very excited that we now have the opportunity to help them build their brands even further.”