Campbell’s Soup Adds GSD&M, Taxi to Agency Roster
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Campbell Soup Co. is expanding its agency roster to include smaller agencies which will be tasked to handle new products such as microwavable soup pouches and the company's growing line of dinner sauces.
The marketer will retain WPP's Y&R and Omnicom Group's BBDO as its lead agencies on established brands such as its core soups and Pepperidge Farm cookies, crackers and chips. But it is shifting smaller accounts out of those shops to two sibling agencies, WPP's Taxi in Toronto and Omnicom's GSD&M in Austin.
The agencies either declined to comment or couldn't be immediately reached. Campbell's says the moves aren't about cracks in its relationships with established agencies, but rather a marketing strategy that will put special focus on products that emerge from the packaged goods giant's innovation pipeline — a priority of CEO Denise Morrison, who took the reins in late 2011.
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