Euro Wins Hefty, Reynolds Account

Agency President Yustin Sees Increase in Digital Marketing, Social Media From Marketer

By Published on .

Havas' Euro RSCG, Chicago, has picked up agency-of -record duties for household brands Hefty and Reynolds, after a review, according to people familiar with the matter.

Among the duties Euro RSCG will be handling are digital marketing and social media; media buying and planning will be handled by sibling MPG, also in Chicago.

The move comes after Reynolds Group Holding, which is operated by New Zealand private company Rank Group, in November 2010 acquired Hefty's then-parent company, Pactiv, in a transaction valued at about $6 billion.

Interpublic group of Cos.' Campbell Mithun had been working on the Hefty product line, but the agency's contract with Pactiv will expire at the end of the month, and Reynolds did not renew the contract. Campbell Mithun declined to comment. Past agencies for the Reynolds brand include Publicis Groupe 's Saatchi & Saatchi.

"What's exciting about Reynolds is their desire to have fully integrated marketing plans," said Norm Yustin, president, Euro RSCG, Chicago. "They're looking for one agency to take their brands into the future."

While there has been some marketing for the brands on and off since the announcement of the acquisition, Euro will be the first agency to work on the marketing plans of the newly formed company and its brands. Mr. Yustin said that he expects an increased focus on digital marketing and social media from the marketer.

Both Reynolds and Hefty had scaled back U.S. measured media spending in 2010, according to Kantar. Hefty last year spent about $17.5 million, down almost 36 % from the prior year. Reynolds has spent $13.3 million down 13% from the prior year.

Most Popular