NEW YORK Kraft Foods has confirmed the shift of creative duties on its Crystal Light brand to roster shop mcgarrybowen.
The shift, from Ogilvy & Mather here, came after a “jump ball” involving several roster agencies, said a source. Mcgarrybowen yesterday referred calls to the client. A Kraft representative confirmed the shift this morning.
“We were just looking for a fresh perspective” on the brand, the client rep explained. In addition, mcgarrybowen has “breathed some new energy” into other Kraft brands it handles, the rep said.
Crystal Light, which last year spent $40 million in major measured media, according to The Nielsen Co., 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. Ogilvy had handled Tassimo for five years and Crystal Light for nine years.
Ogilvy remains on Kraft’s global roster, however, and in the U.S still handles brands such as Maxwell House, Kool-Aid, Country Time, Capri Sun and General Foods International coffees and teas.
“Kraft is raising their game in terms of growth expectations and marketing leadership across all of their businesses,” said John Seifert, Ogilvy’s North American chairman. “We regret not meeting their expectations on Crystal Light. However, we relish the challenges and opportunities on Kraft and intend to fight like hell to win this business back.”
Seifert added that Kraft is “one of our most valuable global clients.”
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.
This story updates an item posted yesterday with client confirmation and other details.