• Ad Age, Tuesday, July 31, 2007 10:33 AM

Frito-Lay has reshuffled some of its agency assignments, moving creative duties on its Lays and Cheetos brands form BBDO to Omnicon siblings Element 79 and Goodby, Silverstein & Partners. But while it loses two big brands, with combined spending of about $81 million, BBDO will get some work on a new fruit-and vegetable-crisp product called Flat Earth.

It gets that (and keeps Sun Chips) in what Frito-Lay describes as "portfolio initiatives" believed to be health-and-wellness related assignments. "Consistent with PepsiCo's move several years ago to bring all its creative work under the Omnicom family of agencies and provide the company with the greatest possible pool of talent, Frito-Lay has expanded the roles of Element 79 to work on the Lays brand and Goodby, Silverstein & Partners to work on the Cheetos brand," says a company spokesman.

Frito-Lay spent $68.3 million on Lays last year, while Cheetos got $12.8 million in support.

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