• Adweek, Wednesday, July 11, 2007 11:30 AM

Kraft Foods is going with Ogilvy & Mather for its Oscar Mayer business that had bent at JWT. Ogilvy snagged the $60 million account after a review that included DDB and mcgarrybowen in New York, both on the company's agency roster.

"Ogilvy showed terrific insight into how today's consumers view our categories," says Tim Cofer, general manager of Oscar Mayer. "They transformed that consumer perspective into an ownable campaign for Oscar Mayer, which helped solidify our choice." The move will align the brand's advertising with its promotional assignments, handled by a separate Ogilvy unit.

The agency also works on other Kraft brands. Oscar Mayer is the largest piece of business lost by JWT this year and comes on top of the $40 million Lunchables move to DraftFCB. Kraft has now shifted almost $200 million in business from the agency, leading to layoffs and a management shakeup at JWT.

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