Sara Lee Names TBWA Ad Agency of Record

Beats Out Publicis and Element 79 for Flagship Brand Account

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NEW YORK ( -- Sara Lee Food & Beverage has picked TBWA/Chiat/Day, Los Angeles, as agency of record for advertising creative work on its flagship Sara Lee brand.
The Omnicom Group agency already works on Sara Lee's Jimmy Dean & Ball Park, Senseo and State Fair brands.

Hillshire Farms, which went up for review with Sara Lee, has not yet been awarded.

The review was part of a plan to consolidate creative duties for its North American Food & Beverage unit, which spent some $80 million last year.

The review also included Publicis, New York, the incumbent for the $37 million Sara Lee deli and bakery account, and Omnicom's Element 79, Chicago, the incumbent for the Hillshire Farms $21 million account.

Sara Lee's media is handled by Publicis Groupe's Starcom Worldwide.