Major Account Moves of 2014

Looking Back at Which Marketers Jumped and Where They Landed

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A-B InBev Moves Media

WPP's MediaCom won A-B InBev's media-buying and planning business in October, beating Publicis Groupe's Starcom MediaVest Group. Starcom held the planning duties. A-B had run buying in-house, but opted to outsource the function, essentially ending the once-pioneering Busch Media Group.

Burger King

Burger King's Whopper
Burger King's Whopper
David took on fast-food goliath Burger King in April when the WPP shop, founded in 2011 by Latin American Ogilvy execs, was tapped as the chain's lead global agency. Though agencies like Pitch will handle regional work, David is tasked with ensuring the King has a cohesive global message.

Cadillac

Cadillac
Cadillac
Cadillac named Publicis Worldwide its new global agency of record in December. The decision came less than two months after the dissolution of Interpublic Group of Cos.' Rogue, which was created to handle Cadillac. That was only one of the changes for the auto brand this year. Uwe Ellinghaus joined the company as CMO in January, and later that month, the company revised its logo.

Infiniti

Infiniti
Infiniti
It felt like the longest and most drawn-out review in recent memory. The selection process for Infiniti's review lasted the better part of a year before the global business was finally garaged at CP&B, which beat out Omnicom's Goodby Silverstein & Partners.

Microsoft

Microsoft's Surface
Microsoft's Surface
Microsoft was a highlight of a slow new-business year, putting its $1 billion-plus account up for grabs and hunting for a holding-company solution. As if that weren't enough drama, the company shook up management in the middle of the process, replacing its marketing leaders with Microsoft vet Chris Capossela. Dentsu Aegis and Interpublic eventually prevailed.

Pizza Hut

The pizza purveyor unceremoniously dumped McGarryBowen in July after less than a year and moved to Interpublic's Deutsch Los Angeles, this year's agency darling for parent company Yum Brands (it already handled lead creative work for Taco Bell and added digital duties on the brand). Deutsch helped Pizza Hut launch its biggest-ever menu overhaul in November.

Miller Lite

Miller Lite
Miller Lite
MillerCoors in September moved creative duties for Miller Lite, the nation's fourth-largest beer brand, to TBWA Worldwide's Los Angeles office. The Omnicom shop beat out Publicis Groupe's Leo Burnett and WPP's Royal Order, which both pitched the account from their Chicago offices during a rapid review that began in August.

Samsung

Samsung
Samsung
Samsung wrapped up its global review in October, with incumbent agencies Publicis Groupe's Leo Burnett and Starcom MediaVest Group's Starcom retaining their portions of the business. The company also added independent Wieden & Kennedy to the roster, as well as Publicis' BBH. In all, the results gave Publicis some breathing room after what could have been a major loss. The U.S. piece of business, much of which is at MDC's 72andSunny, was not affected. McKinney, which is part of Samsung-owned Cheil, also works on Samsung in the U.S.

Sprint

Credit: Craig Warga/Bloomberg
The "framily" fractured at Sprint after Marcelo Claure took over as CEO and the nation's third-largest carrier launched a review for the account, handled mainly by Figliulo & Partners. Amid the review process, the company announced its CMO, Jeff Hallock, would leave in the first quarter of 2015. While the review ground along, the carrier began running ads from Deutsch, Los Angeles, which is expected to get the official nod soon.