Mindshare Wins Smithfield Foods Account
WPP’s Mindshare has been awarded U.S. media planning and buying duties for Smithfield Foods after a consolidation review, the client and agency have confirmed.
There were multiple incumbents on the business including Publicis Groupe’s Spark, which did not defend due to a conflict. The Mindshare pitch was led out of its Chicago office, which will manage the assignment.
Smithfield spent a little more than $24 million on measured media in 2011, according to Kantar Media.
Mindshare's demonstrated success in connecting brands with their target consumers was integral to our decision to partner with them,” stated Chuck Gitkin, vice president marketing, innovation, and R&D, for the John Morrell Food Group, a unit of Smithfield Foods. “We look forward to raising our marketing effectiveness to the next level in collaboration with Mindshare through a strategic, precise, innovative and holistic approach to media.”
The scope of work includes both traditional and digital media. “Working with Smithfield, we will create and execute a targeted media strategy that reaches its consumers when and where they consume media,” stated Dan Reaume, head of Mindshare’s Chicago office.
Smithfield, which reported $13.1 billion in total sales for fiscal 2012 (ended April 29) is generally recognized as the world’s largest pork processing company. It also packages meat products under a portfolio of retail labels including Smithfield, Armour, Cook’s and John Morrell.
The company issued its first-quarter financial results today, reporting sales of $3.1 billion, flat with the same period a year ago.
Recent MediaDailyNews Articles
-
Broadcasters Sue AereoKiller In DC May 24, 5:21 p.m.
Confirming their efforts to follow over-the-top TV services with legal filings in any market where they ... -
Cigarette Marketers Slice Mag Spending In 2011 May 24, 4:52 p.m.
The five major cigarette marketers nearly cut in half their collective magazine spending in 2011. The ... -
B2B Revenues Rises, Credits Events, Digital Ads May 24, 4:45 p.m.
Overall, business-to-business media revenues are growing, due to an upward trend in B2B trade shows which, ... -
Court Dismisses Defamation Suit Against WPP's Sorrell May 24, 3:31 p.m.
A New York Court has dismissed a defamation lawsuit brought against WPP CEO Sir Martin Sorrell.Sorrell ... -
MediaCom Races To Win FIA E Championship's AOR May 24, 12:37 p.m.
A start-up race car circuit, The FIA E Championship, has named WPP’s MediaCom as its agency ... -
Networks Tie For Last Month of the 2012-2013 Season, NBC Gains Ground May 24, 10:56 a.m.
The four major networks were in a virtual tie for the last month of the 2012-2013 ... -
Aereo Is Not Just For Cord-Cutters May 23, 6:34 p.m.
Are cord-cutters most likely to subscribe to Aereo? Not necessarily, according to early returns. CEO Chet ... -
Cars.com Drops Flag On NASCAR.com Sponsorship May 23, 6:25 p.m.
Cars.com has a need for speed. The site has a deal with Turner to sponsor a ... -
Worldwide Pay TV On The Rise, Big Growth In Asia May 23, 4:17 p.m.
North American pay TV subscribers may continue to show little or no growth for the first ... -
Activision Blizzard's Campaign Wins Grand Effie May 23, 4:12 p.m.
Video game marketer Activision Blizzards’ ad campaign “The Vet and the nOOb” for "Call of Duty: ...
Be the first to comment on "Mindshare Wins Smithfield Foods Account"
Leave a Comment