O&M Gets Its Cake, Wants More

Aurora Puts Another Brand on Shop Roster
CHICAGO–Ogilvy & Mather here is pushing for more consolidations from Aurora Foods after benefitting from the company’s latest brand bundling.
“We are selling hard the benefits of consolidations,” said Tom Hall, O&M’s president and chief creative officer. “There’s a strong case for a single agency.”
O&M last week picked up ad duties for Aurora’s Duncan Hines line of cake, cookie, brownie, fruit bar and muffin mixes, as well as ready-to-spread frostings. Total spending is estimated at $10-15 million.
The business was previously handled by N.W. Ayer & Partners in New York.
The award is the latest consolidation of ad business at O&M by the Columbus, Ohio-based company. The agency also handles Log Cabin and Mrs. Butterworth’s syrups.
Aurora executive vice president Gary Willett cited O&M’s work for those brands as a major factor in the award of the Duncan Hines line. O&M is now Aurora’s single largest agency, handling all products in its dry goods division.
Hall said he hopes the trend will continue to other Aurora-owned brands such as Van de Kamp’s.
Willett said there are no plans to move that brand from Louis London in St. Louis. However, “As we acquire things, we’ll certainly look at O&M,” Willett said.
Aurora acquired the Duncan Hines brand from Procter & Gamble in 1998, and spent nearly $10 million advertising the brand, according to Competitive Media Reporting. That number is expected to increase to $15 million over the next two years, Willett said.