Publicis Seattle Grabs Ball Park Creative Business

TBWA Will Continue to Work on Two Sara Lee Sibling Brands

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Publicis Groupe 's Publicis Seattle has won creative duties for Sara Lee's Ball Park hot dog brand after a review.

Omnicom Group's TBWA/Chiat/Day had been working with Sara Lee's Ball Park brand since 2004, when the agency picked up that and brand sibling Jimmy Dean. Prior to TBWA, Ball Park was at Publicis Groupe 's Leo Burnett, Chicago. TBWA will continue to work on Sara Lee's Jimmy Dean and Hillshire Farms brands.

"The decision to partner with Publicis, Seattle, was based on several criteria, most notably its strong creative and account team management, and its ability to leverage consumer insights and bring those to life through a breakthrough, creative execution," said Amy Grabow, director-marketing, Ball Park, in an email to Ad Age .

Sara Lee in 2010 more than doubled its U.S. measured media spending on Ball Park to $13.1 million, up from $6 million in 2009. Sara Lee in 2010 spent $123.3 million on domestic measured media last year.

Sara Lee earlier this month said it plans to spin off its international coffee and tea business instead of its North American meats business -- a change that came after the company in January said it would spin off both units to create two companies.

The company announced in November that it would sell its North American fresh-bakery business to Mexican company Grupo Bimbo, a deal expected to close in early fiscal 2012.

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