Pepsi spent $120 million in measured media on Quaker brands last year, according to TNS Media Intelligence, a group that includes not only the famous oatmeal and cereal bars but also grocery staples like Near East, Rice-a-Roni, Life cereal and Cap'n Crunch.
No official confirmation yet
A Quaker spokeswoman would not confirm or deny whether Goodby had landed the account, but said a decision had been made and would be announced later today. A Goodby spokeswoman declined to comment.
Pepsi held discussions about the business with several Omnicom shops, including Gatorade agency TBWA/Chiat/Day and DDB, Chicago, which would have been new to the Pepsi roster, before deciding on Goodby.
Quaker Oats had previously been handled by Omnicom's Element 79, Chicago, which had been founded in 2001 to handle the business. Pepsi also stripped Gatorade, Propel and Tropicana from Element and into other Omnicom shops this year, taking more than $400 million in measured media out of the shop. (Element continues to handle clients such as SuperCuts, Harris Bank and Celebrity Cruises.)
Follows Propel account
This is the second time Goodby has benefited from its sibling's misfortune: The $70 million Propel account also landed there in February.
The Pepsi wins will help to offset the pending departure of Hyundai's $700 million creative account from the agency.