Four Agencies Chase Estimated $30 Million Account

By Published on .

NEW YORK (AdAge.com) -- Dean Foods' White Wave unit has narrowed its search for an advertising agency to handle creative for its Silk organic soy milk brand, with four agencies making the cut.

According to executives close to the pitch, the contenders are Crispin Porter & Bogusky, Miami, partly owned by Maxxcom; Publicis Groupe's Fallon, Minneapolis; independent Wieden & Kennedy, Portland, Ore.; and WPP Group's Berlin Cameron/Red Cell.

Incument Arnold
The account's incumbent, Havas' Arnold Worldwide, Boston, was not mentioned by executives as one of the contenders. A press spokesman for White Wave said the company had no comment on agency selections; a representative for Arnold Worldwide did not immediately return calls for comment. A spokesman for Omnicom Group's GSD&M, Austin, Texas, confirmed the agency, an earlier contender, had been eliminated.

Representatives for Berlin Cameron, Crispin Porter and Fallon declined comment, while calls to Wieden were not returned.

Increased ad spending
Dean Foods said last December it would radically increase what it spends on advertising for Silk and was planning the first TV campaign behind the product. According to one executive, the company's agency brief said it was planning to spend an estimated $30 million on the brand. Silk is one of the country's top-selling organic consumer package goods, according to Spins, a natural foods tracking company.

White Wave spent $4.2 million on measured media in 2002 and $3.2 million between January and August of this year, according to TNS Media Intelligence/CMR

~ ~ ~
Alice Cuneo, Kate MacArthur and Jack Neff contributed to this report.

Most Popular