HILLSHIRE FARM ACCOUNT GOES TO ELEMENT 79

NEW YORK (AdAge.com) -- Sara Lee Foods will shift its $20 million Hillshire Farm account from Havas' Euro RSCG Tatham, Chicago, to Omnicom Group's Element 79, Chicago, this week without a review, said Ellen Turner, president of the retail foods division of Sara Lee Corp. Other brand assignments Earlier this month, the foods division Related Stories: SARA LEE AWARDS TWO BRANDS TO TBWA Jimmy Dean and Ball Park Accounts Worth $42 Million STARCOM GETS $200 MILLION SARA LEE ACCOUNT Media Buying and Planning of Seven Agencies Consolidated SARA LEE NAMES TOP GLOBAL MARKETING AND SALES EXEC Lee Chaden Named to New Post That Will Oversee All Divisions "We chose [Element 79] without a shootout because we saw during the Jimmy Dean and Ball Park review that they had the skills in strategy, planning and creative to build the right marketing campaign for Hillshire Farm," Ms. Turner said. Hillshire Farm, along with Jimmy Dean and Ball Park, has been dubbed a "strategic investment" brand for Sara Lee by new global sales and marketing head Lee Chaden. Brands so termed will receive additional spending for marketing. But while Hillshire Farm will have new advertising and product initiatives slated to debut in August, additional spending will not begin until next year for the brand.

HILLSHIRE FARM ACCOUNT GOES TO ELEMENT 79

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