Major Agency Shifts of 2008

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1. BRAND PEPSI TAPS TBWA
PepsiCo moved its flagship Pepsi brand from the agency that made it the choice of a new generation, BBDO Worldwide, to sibling TBWA/Chiat/Day. The beverage giant spent about $162 million on brand Pepsi in 2007, according to Advertising Age statistics. The move to Omnicom sibling TBWA/Chiat/Day dealt a huge psychological blow to BBDO, which worked with PepsiCo for a half-century. It remains on the roster though, via a number of other beverage brands.

2. WACHOVIA TO OGILVY (BUT NOT)
The Charlotte, N.C.-based bank awarded its account to a WPP team led by Ogilvy & Mather after a lengthy pitch, but just days later came news that the bank was headed for a merger with Citibank. Wachovia is now merging with Wells Fargo, and has shuttled Ogilvy in favor of its new parent's agency, DDB.

3. STARBUCKS SHIFTS TO BBDO
The coffee chain this fall shifted lead ad duties to Omnicom Group's BBDO after a tumultuous relationship with independent agency Wieden & Kennedy. Not a huge spender but nevertheless a ubiquitous brand, Starbucks in the past has worked with BBDO sister shop Goodby, Silverstein & Partners and Interpublic Group of Cos.' DraftFCB. BBDO has done work for Starbucks since 1994, via a joint venture with PepsiCo to market Frappucino and other coffee drinks.

4. NIKE PARTS WITH CRISPIN
Nike stunned the world when it tapped Crispin Porter & Bogusky to join its roster, and stunned it again this past May when it shifted its running-shoe and Nike Plus business back to lead agency Wieden & Kennedy. The union of one of the most coveted marketers in the business and one of the industry's hottest shops -- the fruit of which was a lone TV spot -- lasted little more than a year.

5. MICROSOFT CALLS IN CRISPIN
The Redmond, Wash.-based software giant this year hired Crispin Porter & Bogusky to run a $300 million consumer blitz in the hopes of combatting rival Apple's popular "Mac vs. PC" campaign. The results thus far have included the "I'm a PC" celebrity-packed campaign, featuring everyone from Jerry Seinfeld and hip-hop artist Pharell Williams to Bill Gates himself, and a line of T-shirts dubbed "Softwear."

6. PEPSICO PULLS ALL FROM ELEMENT 79
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 79 and moved them to other Omnicom shops this year, taking more than $400 million in measured media out of the shop.

7. J&J CONSOLIDATES WITH WPP AND IPG
Johnson & Johnson this summer launched a consolidation of its pharmaceutical business, inviting holding companies to pitch the plum account worth a whopping $100 to $150 million in revenue. In the end, J&J decided to go with not one but two holding companies, WPP and Interpublic Group of Cos.

8. MITSUBISHI PICKS TRAFFIC
When Mitsubishi Motors America handed its $155 million domestic creative account -- previously at Omnicom Group's BBDO West -- to Hollywood, Calif.-based Traffic, the agency was just a little-known, six-month-old start-up. But co-chairmen Robert Farina and Tom Cordner's car credentials helped Traffic triumph over a number of other West Coast shops.

9. GM PULLS DEALER WORK FROM STARCOM
Under pressure to cut costs in the tough U.S. market, General Motors Corp. said it would move regional-dealer media accounts for all eight of its vehicle brands out of Starcom MediaVest Group for Publicis Groupe sibling Martin Retail Group, Birmingham, Ala., and Interpublic Group of Cos.' Velocity, an affiliate of Campbell-Ewald, Warren, Mich. The regional dealer groups historically have spent hundreds of millions of dollars in advertising each year.

10. MILLERCOORS SIDELINES PUBLICIS SHOPS
MillerCoors, created via the merger of two major brewers, realigned its $400 million media account to be handled via a new entity dubbed MC Media. Interpublic Group of Cos.' Intiative and DraftFCB and WPP Group's Kinetic will work on the account, sidelining Publicis Groupe agencies led by Starcom USA, which had been Miller Brewing Co.'s incumbent.

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