• by Joe Mandese  @mp_joemandese, May 15, 2006

In a surprise move capping off a succession of high-profile media account moves, Campbell Soup Co. this morning consolidated its $300 million-plus global media planning and buying account at Mediaedge:cia, shaking up its media roster in Europe, Asia-Pacific, North America and Latin America. WPP Group's Mediaedge:cia unit has been Campbell's U.S. media shop of record since 1999.

Campbell said the some of its roster media shops would not be impacted by the move, specifically citing OMD, which would continue to handle media planning and buying services in Canada. The canned food goods marketer said ZenithOptimedia would also continue to handle planning and buying in the U.K. and Ireland until it can complete a strategic review of those accounts that is already underway in those markets. The account transitions are expected to be completed in most markets by Aug. 1, the company said.

Campbell Global Media Director Colleen Milway attributed the consolidation to a desire to "improve the effectiveness and efficiency of our media spending globally." However, she also cited plans to "replicate" strategic insights gained by Mediaedge:cia in the U.S. in other markets worldwide. "As the media marketplace continues to consolidate, we see the increased potential for global media deals with our top media suppliers," she stated.

After what seemed to be a respite in major media account consolidations over the past several years, 2006 was expected to be a relatively calm period with only smaller accounts being in play, but less than six months into the year, the media account activity has heated up - especially in recent weeks. On Friday, OMD picked up two media account consolidations: tax preparation service H&R Block's $80 million account, and fledgling broadcast network CW's media planning and buying. The CW business presumably replaces the ABC account, which OMD surprisingly lost months ago as part of a consolidation by parent Walt Disney Co.'s TV network accounts at Wieden & Kennedy.

And in the consolidation of the media buying and planning for another major canned goods marketer, Starcom USA last week retained Miller Brewing's $300 million-plus account following an extensive review.