Burnett will continue to handle the soup business, but Y&R will take over the sauce, bouillon and pasta mixes, worth nearly $1.5m in billings, beginning in 1997. No pitch was held.
Y&R Managing Director Martin Beck says the move developed from "a clear decision from management to split the business between two agencies." Media for Vitana products will continue to be bought through Equmedia, the joint buying house of Leo Burnett and D'Arcy Masius Benton & Bowles "but," says Beck, "we hope to move the media account to Mediapolis in 1998."
Copyright December 1996, Crain Communications Inc.