Campbell Soup Co. has consolidated most of its advertising, media and marketing assignments with Publicis Groupe after a review that began last year.
In addition to global media-planning and buying duties, the Groupe will service the soup and packaged-foods giant’s U.S. retail, Canadian and Asia Pacific creative, digital, technology and consumer promotion efforts. The remit also includes strategy across multiple regions, including the U.S.
The company had previously worked with MEC on media and BBDO on creative.
Campbell’s reported advertising and consumer promotion expense of $389 million for 2017 in its latest annual report, down from $397 million in 2016.
The appointment brings Campbell’s roster of agencies for many of its iconic brands under one holding company, reflecting the company's ongoing efforts to modernize its marketing model and integrate communications across disciplines.
Creative and digital work for Pepperidge Farm and Campbell Fresh brands is excluded from this appointment. Other brands and global businesses such as Latin America, Hong Kong and China are also not part of the remit for now, but may be addressed in future phases, the client said.
Shopper marketing specialist The Mars Agency, which is not part of Publicis Groupe, will continue to provide Campbell U.S. with shopper marketing support. Mars will be integrated into the agency network and will have its scope expanded, per the client.
In a statement, Campbell’s said that Publicis Groupe was expected to “deliver big ideas that will impact how Campbell’s brands engage with consumers, providing truly integrated experiences.”
The holding company is also tasked with creating “customized content and consumer materials that can be scaled for both Campbell’s most iconic and emerging brands. This CPG-leading model will allow Campbell to capitalize on Publicis’ entire suite of marketing services and provide more accountability and flexibility than traditional marketing models.”
Yin Rani, Chief Consumer Experience Officer, Campbell U.S. Retail, stated: “This new model will be powered by data, analytics and audience insights, providing creative solutions as we continue to connect with new generations of consumers.”
Arthur Sadoun Chairman and CEO of Publicis Groupe added: “Campbell is on an ambitious transformation journey and at Publicis Groupe we’re delighted to have the opportunity to partner with them to reinvent their marketing using our human hub model, putting the consumer at the core of everything we do together.”
In addition to its flagship brand and extensions, Campbell brands include Prego, Bolthouse Farms, Spaghettios, V8, Swanson and others.