DDB wins $50m pan-Euro Frito-Lay account

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LONDON -- PepsiCo's snack subsidiary Frito-Lay Europe has consolidated a $50m creative advertising account for its various national potato chips brands in Europe with the DDB network, lead by BMP DDB, London. The account was previously handled on an ad-hoc basis by Young & Rubicam, BBDO and DDB. The assignment does not involve corn products and the Doritos account remains with BBDO.

The appointment follows the success of BMP DDB's work for the Walkers Crisps brand in the U.K. Also, earlier this month Frito-Lay in the U.S. awarded its flagship Lays potato chip account to DDB Needham Worldwide, Chicago, moving the brand from BBDO.

The European account will be run from London. BMP DDB will take responsibility for strategic direction, network coordination and evaluation. DDB offices will have the opportunity to adapt centrally produced material as well as producing work locally.

"Since we appointed BMP DDB to handle our U.K. account our market share has grown by over 20%," says Martin Glenn, commercial vice president for Frito-Lay Europe. "Furthermore, DDB New York has run TV work in Eastern Europe, Holland and Portugal which has driven double digit growth."

Copyright May 1997, Crain Communications Inc.

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