Bimbo Bakeries USA, part of Mexico’s Grupo Bimbo, has selected Omnicom and WPP’s branding and design agency Landor as its main agency partners after a formal review.
The baking company’s brands include Arnold, Artesano, Ball Park, Bimbo, Boboli, Brownberry, Entenmann's, Little Bites, Marinela, Mrs Baird’s, Oroweat, Sara Lee, Stroehmann and Thomas'.
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Omnicom will take the lead on creative strategy, social, influencers, PR, commerce, production, and media.
Earlier this year Omnicom’s PHD was awarded the firm’s media business as part of Grupo Bimbo’s consolidation of its $300 million global spending account with the agency.
Landor will lead strategic packaging initiatives across the Bimbo portfolio. Agencies Legion, Leconda, and Firehouse will continue supporting existing brand work.
The agencies will work with Bimbo Bakeries to create what the company called a new agency operating model that will “promote cross-functional collaboration, enhance creativity and allow the company to move faster in achieving its growth ambitions.”