Nabisco International said it will consolidate media buying and planning at Foote, Cone & Belding's New York office. Nabisco last April split its $60 million media assignment between FCB and McCann-Erickson. Under Nabisco International's original assignment, carried out under then-President Christopher Coughlin, FCB was awarded creative and McCann, New York, was given media. Elizabeth Culligan, the former Nabisco Biscuit Co. VP-marketing who took over as Nabisco International president last month, said under the new alignment "integration of creative and media assignments will generate greater efficiencies in our advertising and facilitate improved relationships within individual countries." The consolidation, Nabisco said, covers Nabisco International operations in more than 85 countries in Latin America, Europe, Africa and Asia. McCann's domestic Nabisco assignments are unchanged.
Copyright March 1998, Crain Communications Inc.