Conagra Names Starcom MediaVest's Spark for Digital Media

Move Follows Other Recent Roster Changes at Food Marketer

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Conagra has named Spark Communications, an arm of Publicis Groupe 's Starcom MediaVest Group, its digital-media agency of record. The move comes on the heels of other recent agency changes to the Conagra roster.

Spark will handle all digital media planning and buying duties for Conagra's brands. Conagra's incumbent media agency, WPP's MediaCom, participated in the digital review but will remain the marketer's offline media agency.

Other roster changes include the addition of Chicago-based independent promotion shop Tris3ct, which in November won the retail promotion business on Orville Redenbacher, Marie Callendar's, Healthy Choice and Slim Jim. Conagra confirmed that Tribal DDB has recently won some digital business but did not provide details. Conagra's creative agencies include Omnicom Group's DDB and independent Venables, Bell & Partners.

A spokesman for Conagra said that the recent agency shifts do not signify a larger theme, and that the company is "constantly evaluating the needs of our business and how best to meet those needs in conjunction with our agency partners."

Conagra in 2010 decreased its measured-media spending to $193.3 million, down 14.7% from 2009, according to Kantar.

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