Kraft Foods is shifting creative duties on its Crystal Light brand to roster shop mcgarrybowen, sources said.
The move, from Ogilvy & Mather here, came after a “jump ball” involving several roster agencies, said a source. Mcgarrybowen referred calls to the client, where reps could not immediately be reached. Ogilvy had no immediate comment.
The brand’s major media spending totaled $40 million last year and $26 million in the first seven months of 2009, according to Nielsen.
Crystal Light becomes the second Kraft brand to shift out of WPP Group’s Ogilvy this month. In the other shift, Omnicom Group’s TBWA was added to the roster to assume global duties for the Kraft’s Tassimo hot beverage maker.
Mcgarrybowen, a unit of Dentsu, joined the Kraft roster in 2006 when it landed creative duties on the company’s namesake lines of salad dressings, mayonnaise and barbecue sauce. Since then, the agency has expanded the relationship by adding brands such as Kraft Singles, Philadelphia Cream Cheese and Oscar Mayer. Oscar Mayer, which shifted in the spring, also came at the expense of Ogilvy.