TBWA\C\D Wins 2 Sara Lee Brands

CHICAGO Sara Lee has awarded creative duties on its Jimmy Dean and Ball Park brands to Omnicom Group’s TBWA\Chiat\Day, the client confirmed. Estimated billings are $40 million.

The Playa del Rey, Calif., agency bested Havas’ McKinney + Silver in Raleigh, N.C., and Omnicom’s Element 79 Partners and WPP Group’s Ogilvy & Mather, both in Chicago, sources said. The shops made final presentations last week.

“With the selection of [TBWA\C\D], we have found a true strategic partner,” said Ellen Turner, president of U.S. retail for Sara Lee Foods, in a statement. “The other agencies showed impressive thinking and an extraordinary commitment to the assignment, but [TBWA\C\D] was the perfect fit.”

Sara Lee parted with Publicis Groupe’s Leo Burnett, Chicago, in November, citing strategic differences. Last week, the company consolidated all of its media duties at Burnett sibling Starcom in Chicago without a review.

Turner, a former Nike executive, led the search. TBWA\C\D’s assignment will include marketing strategy, branding and national consumer advertising.

— Adweek staff report