• by Steve McClellan , February 2, 2016

Otis Spunkmeyer, part of Zurich-based food company Aryzta, has assigned U.S. media responsibilities to Generator Media + Analytics following a review. 

There was no incumbent media agency and not much need for one, given the firm's recent media spending--just $10,000 in 2014 according to Kantar Media. Providence-based Nail Communications is the creative agency for Otis Spunkmeyer and conducted the initial stages of the media review on behalf of their client. 

Generator’s scope of work includes digital and offline media planning, buying and analytics for the company’s line of bakery treats as they expand their consumer marketing programs in 2016. 

For years, the 40-year-old baked goods maker has been the top-selling cookie-dough provider to big chains like Subway and Burger King. It also has a line of products for fundraising efforts.  

Late last year, Spunkmeyer disclosed plans for a major expansion of its own retail line of products starting in early 2016. While media spending is expected to increase from past levels, the budget estimate going forward was not available.

Jeanette Palmer, head of slient services at Nail, said: “Generator is the perfect media agency partner for us and Otis Spunkmeyer. They demonstrated a strong track record of successful business performance with clients who shared very similar challenges and they are a great fit with our agency, both professionally and culturally.” 

Generator president Greg Messerle stated: “Our agency has a rich heritage of helping move products off shelves at retail with a process that makes each week’s media investment deliver greater return than the previous week."