• by Tanya Gazdik , May 14, 2008

Quaker Oats Co. is consolidating all of its U.S. digital marketing at Tribal DDB. The assignments were previously held by multiple digital agencies including Element 79 Partners in Chicago. Other agencies that competed in the review included Critical Mass, Chicago.

The Chicago office of New York-based Tribal DDB will handle the account. The Quaker portfolio includes brands such as Quaker Oatmeal, Quaker Snack Bars, Quaker Simple Harvest, Quaker Rice Snacks and Quaker Life Cereal. The value of the business was undisclosed.

Tribal DDB previously worked on Quaker Snack Bars. This win represents a "significant growth" in business for the agency, according to a release. "We're excited to extend our relationship with Quaker and PepsiCo. These companies encompass strong and well loved brands and we look forward to building their equity in the digital space," said Paul Gunning, president of Tribal DDB East, in a statement.

Upcoming assignments include QuakerOats.com and online campaigns.

"It became increasingly important to invest in a single relationship with one digital partner for our brands to provide strategic thought leadership across businesses with similar objectives and marketplace challenges," said Marie Devlin, CMO for Quaker Foods & Snacks, in a statement. "In choosing Tribal DDB, we have more than great branding and strategic thinking; we have a true partner in growing our ideas and our business."