SARA LEE AWARDS TWO BRANDS TO TBWA

Jimmy Dean and Ball Park Accounts Worth $42 Million

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NEW YORK (AdAge.com) -- Sara Lee Foods said today is awarded marketing strategy and creative duties for its Jimmy Dean and Ball Park brands to Omnicom Group's TBWA/Chiat/Day, Playa del Rey, Calif.

The marketer made its decision following a

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review that included Havas' McKinney & Silver, Raleigh, N.C., and the Chicago offices of Omnicom's Element 79 Partners and WPP Group's Ogilvy & Mather.

Was with Burnett
Sara Lee pulled the brands from their former agency, Publicis Groupe's Leo Burnett USA, Chicago, late last year.

Sara Lee spent $42.5 million in media spending in 2002 on the two brands, according to TNS Media Intelligence/CMR.

Lee Chaden, the company's first global head of marketing and sales, was brought on last year to centralize efforts at the highly fragmented food, apparel and household products manufacturer. The marketer has since shifted creative duties on a number of accounts and consolidated media, as of last week, with Starcom USA.

The changes are a result of Sara Lee's renewed focus on marketing. As a result, brand teams have been assessing their marketing practices and partners and consolidating efforts where possible, Mr. Chaden said. He said he has acted as a resource for various brand groups and stepped in for high-level meetings with various agency heads when necessary to ensure Sara Lee's relationship is optimized.

Big wins for TBWA
The win is the second significant piece of package-goods business to land at TBWA's Playa del Rey, Calif., office this year. Last month Mars reassigned its Pedigree dog food brand there after nine years at Grey Global Group's Grey Worldwide, Los Angeles. An agency executive said it brings new billings at the office to more than $100 million since the start of the year. Other major accounts at the office include Nissan, Apple Computer and Sony PlayStation.

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