McCormick & Co., marketer of brands including French’s, Schwartz and Frank’s RedHot, consolidated its global media business with Dentsu X following a competitive review.
Dentsu had been working with McCormick, which owns 32 brands in 170 countries, for nearly 10 years in select markets across the globe, including Australia and China. It has held agency-of-record status for McCormick in the U.S. and Canada since 2020.
The agency network will now be adding responsibilities for Europe, Latin America and Southeast Asia to its remit. Publicis held media duties in Europe, the Middle East and Africa for the company since 2019. Publicis declined to participate in the review according to a person close to the situation. McCormick declined to comment on participating agencies.
It is believed that Pile & Co. conducted the review. The consultancy referred comment to the client.
“As McCormick has continued to evolve their own marketing team, they've finally created a global oversight of marketing function and they saw an opportunity to bring together the media agency relationship, and that's what triggered the review,” said Dentsu X Chief Media Officer Leah Meranus.