The agency set up by Omnicom to handle the $400 million PepsiCo food account after the business shifted from FCB/ Chicago, finally has a name: Element 79 Partners. The new shop, which launched in September, will handle such brands as Gatorade, Quaker Oats and Aquafina bottled water. See p. 10 for more details.
The Gap, which split with Boston's Modernista in March, has tapped New York-based startup Laird & Partners to create future campaigns. Trey Laird, 37, was most recently corporate creative director for Donna Karan International, which his new shop retains as a client. See p. 32 for details.
New York creative and production boutique The Concept Farm has been named agency of record for ESPN ABC Sports' customer marketing and sales division, joining Wieden & Kennedy and Ground Zero on the network's agency roster. In its new role, the firm will develop co-branded promotions for ESPN ABC Sports and its sponsors.
Molson USA has awarded its approximately $10 million account to Crispin, Porter + Bogusky/Miami, which bested Carmichael Lynch, Minneapolis, in a review. See p. 28 for more details.
Reebok International has consolidated its brand work with the Arnell Group, New York. The shop previously handled work for Reebok Classics and Rockport. The move cuts the footwear maker's ties with Berlin Cameron/Red Cell, New York.