Campbell Appoints Publicis Groupe as Agency Partner
March 13 2018 - 5:15PM
Business Wire
Data-Driven, Integrated Communications Model
Positions Business for the Future
Campbell Soup Company (NYSE:CPB) today announced the
appointment of Publicis Groupe as the agency partner for its U.S.
Retail, Canadian and Asia Pacific creative, digital, technology and
consumer promotion business. Publicis will also assume media
planning and buying for Campbell globally.
The appointment brings Campbell’s roster of agencies for many of
its iconic brands under one holding company, reflecting Campbell’s
ongoing efforts to modernize its marketing model and integrate
communications across disciplines. Creative and digital work for
Pepperidge Farm and Campbell Fresh brands is excluded from this
appointment.
The Publicis Groupe is the third largest communications company
in the world and leverages its unique assets in data, creativity,
media and technology to deliver big ideas that will impact how
Campbell’s brands engage with consumers, providing truly integrated
experiences. Publicis will build customized content and consumer
materials that can be scaled for both Campbell’s most iconic and
emerging brands. This CPG-leading model will allow Campbell to
capitalize on Publicis’ entire suite of marketing services and
provide more accountability and flexibility than traditional
marketing models.
“Publicis will expand our marketing capabilities with a
data-driven approach that will power creativity,” said Yin Rani,
Chief Consumer Experience Officer, Campbell U.S. Retail. “This new
model will be powered by data, analytics and audience insights,
providing creative solutions as we continue to connect with new
generations of consumers.”
Arthur Sadoun Chairman and CEO of Publicis Groupe said,
“Campbell is on an ambitious transformation journey and at Publicis
Groupe we’re delighted to have the opportunity to partner with them
to reinvent their marketing using our human hub model, putting the
consumer at the core of everything we do together.”
David McNeil, Vice President of Marketing, Campbell Arnott’s
Asia Pacific (APAC), said, “We’re excited to partner with Publicis
to help us take the next step toward building APAC’s most
innovative and truly integrated agency model. In today’s fast
paced, highly connected environment, having all our consumer
conversations housed under one roof will ensure we receive
seamless, integrated solutions that bring valuable, tangible
commercial benefits to the organization.”
Consolidating Campbell’s agency roster will also ensure all
areas of spend are maximized, allowing the company to be more
competitive.
The scope of work includes strategy, creative, digital, media
planning and buying across multiple regions, including the U.S.
Included in holding company scope:
- U.S. Retail Portfolio: Campbell’s Soup,
Chunky soup, Well Yes! soup, V8 beverages, Pace salsa, Prego
sauces, Swanson broth, Spaghetti-O’s pasta
- Campbell Company of Canada
- Campbell Arnott’s: Australia, New
Zealand, Indonesia, Malaysia
- Pepperidge Farm - media
- Campbell Fresh - media
Out of scope:
- Pepperidge Farm - creative and
digital
- Campbell Fresh - creative and
digital
- Other brands and global businesses such
as Latin America, Hong Kong and China may be addressed in future
phases
The Mars Agency will continue to provide Campbell U.S. with
shopper marketing support. Mars will be integrated into the agency
network and have its scope expanded to include all key U.S. brands
over the next several months.
Publicis Groupe was awarded the Campbell business following a
three-month intensive Request for Proposal process. The transition
to the new model will begin immediately.
About Campbell Soup Company
Campbell (NYSE:CPB) is driven and inspired by our Purpose, “Real
food that matters for life’s moments.” We make a range of
high-quality soups and simple meals, beverages, snacks and packaged
fresh foods. For generations, people have trusted Campbell to
provide authentic, flavorful and readily available foods and
beverages that connect them to each other, to warm memories and to
what’s important today. Led by our iconic Campbell’s brand, our
portfolio includes Pepperidge Farm, Bolthouse Farms, Arnott’s, V8,
Swanson, Pace, Prego, Plum, Royal Dansk, Kjeldsens, Garden Fresh
Gourmet and Pacific Foods. Founded in 1869, Campbell has a heritage
of giving back and acting as a good steward of the planet’s natural
resources. The company is a member of the Standard & Poor’s 500
and the Dow Jones Sustainability Indexes. For more information,
visit www.campbellsoupcompany.com or follow company news on Twitter
via @CampbellSoupCo. To learn more about how we make our food and
the choices behind the ingredients we use, visit
www.whatsinmyfood.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20180313006527/en/
Campbell Soup CompanyNicky Thomson,
856-342-6283Nicole_thomson@campbellsoup.com
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