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Frito-Lay's CMO Says Agencies Of Record Outdated

Frito-Lay is the latest brand to jettison the agency-of-record model. North American CMO Ram Krishnan on Friday confirmed that the PepsiCo-owned division was no longer working with Energy BBDO on the Lay's brand and has shifted to a project approach for its creative. “We go project-by-project, brand-by-brand,” he said. “We don't restrict ourselves to … one agency.”

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