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Brand Likely to Receive Increased Spending

By Published on .

NEW YORK (AdAge.com) -- Frito-Lay is moving creative duties for its Doritos brand to Omnicom Group’s Goodby Silverstein & Partners, San Francisco.

The move follows a review involving agencies owned by Omnicom, where Frito-Lay parent PepsiCo has consolidated its ad business. The other agencies that participated were incumbent BBDO, New York; DDB, Chicago; GSD&M, Austin, Texas; Dieste Harmel Partners, Dallas; and Spike DDB, New York.

Spending figures
Frito-Lay spent $19 million on measured media on Doritos in 2004 and $18 million over the first half of 2005, according to TNS Media Intelligence. Frito-Lay last year said it would significantly increase media spending on Doritos along with increasing expenditures for its flagship Lay’s and Cheetos brands, still handled by BBDO.

The agency shift comes on the heels of Frito’s repackaging of the $1.5 billion tortilla chip brand to focus on the brand’s crunch and bold flavor. Doritos has faced increasing competition from a slew of smaller, local tortilla chip brands.

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