• by Amy Corr  @MediaPostOTL, August 15, 2016

Following a two-month review, Minneapolis-based agency Yamamoto was tapped by Berkley, a division of Pure Fishing, as agency of record for its Gulp! brand of soft bait. Primer 180 previously handled the account. Berkley manufactures fishing tackle, line, bait, rods, tools, equipment and apparel. The Gulp! brand of soft bait has a scientifically formulated scent and flavor combination that's similar to live bait fishing. Work will include advertising, digital, social media and experiential marketing elements.

"Yamamoto demonstrated an impressive passion for our category," said Josh Silva, senior marketing manager, North America, for Berkley. "Their creative ideas represent precisely the direction we want to go with the Gulp! brand and we’re excited about our new partnership with them."