The agency will work on the Jimmy Dean, Ball Park, Hillshire Farm, Senseo and Sara Lee flagship brand, handling U.S. consumer promotion and co-marketing initiatives, according to a statement from the marketer. The brands spent $82 million on measured media last year, according to TNS Media Intelligence.
The move consolidates all of the promotional marketing and customer marketing work with one agency, much as Sara Lee is consolidating its general advertising and media work, said Lisa Hurwitz, senior VP-business development and marketing, Arc Worldwide.
Arc appealed to Sara Lee in part because the agency has interactive, promotions, retailer-shopper marketing as well as direct marketing and customer relationship management under one roof, Ms. Hurwitz said.
"Retail is really the new consumer battleground. So you have a captive audience in the shopper and figuring out how to capture her attention at retail has become a real critical point for marketers, and [our] expertise at that point of retail is one of our key differentiators and something that really attracted Sara Lee" to the agency, Ms. Hurwitz said.
Last September Kim Feil was named senior VP-chief marketing officer of Sara Lee Food & Beverage. Her mission was to unite the formerly far-flung brands in one office and under one CMO. Since then, the marketer picked TBWA/Chiat/Day, Los Angeles, in May as agency of record for advertising creative work on its flagship Sara Lee brand. The Omnicom Group agency already had the Jimmy Dean, Ball Park, Senseo and State Fair accounts. The Hillshire Farm creative account is yet to be awarded. Sara Lee's media is handled by Publicis Groupe's Starcom Worldwide.
A dozen contenders
The review involved more than a dozen agencies, the marketer said in a statement. The incumbent promotional agencies were not disclosed. No consultant was used.