J. BROWN GETS NABISCO TRADE ACCOUNT GOAL IS TO EXPAND ASSET PROGRAM INTO CO-MARKETING

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Nabisco Biscuit Co. has named J. Brown/LMC, Stamford, Conn., as agency of record for a trade program called Asset, which the marketer wants to use as the first step toward implementing a full co-marketing program.

Asset, an acronym for Account Specific Sales Expansion Techniques, has been in place since 1983 and is now in about 100,000 stores, said Marc Simon, senior manager-trade marketing at Nabisco. But with the appointment of the new agency, Nabisco hopes to expand on the program.

TAKE TO NEXT LEVEL

Up until now, Asset has focused mainly on "turnkey" programs, said Mr. Simon, but "J. Brown will help us take it to the next level, co-marketing and co-equity."

Co-marketing is growing among marketers looking to redirect promotion funds to brand-building advertising, putting trade promotion dollars to use in consumer ad and promotion programs that simultaneously build the package-goods brand and retailer brand.

Mr. Simon said retailers are looking to "put teeth into national promotions."

Market Growth Resources, Wilton, Conn., was the previous Asset agency.

J. Brown is widely considered a leader in the field because of its work for Procter & Gamble Co. and Kraft Foods. Another recent client of J. Brown, a unit of Grey Advertising, is Campbell Soup Co.

Mr. Simon wouldn't name other contenders for the business, although Reach Marketing, Westport, Conn., is known to have been in the pitch.

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