Interpublic-owned DraftFCb hasn’t had the best of times recently, losing $1bn SC Johnson to BBDO and Ogilvy, Coors to WPP and seeing bits of its Taco Bell business dribble away.
Now Mondelez, the newly-minted company containing Kraft’s snacks business, has asked it to repitch against agency of the moment Wieden+Kennedy for huge snack brand Oreo (100 years old this year). Ostensibly the task is to pitch for a ‘cookies versus cream’ Super Bowl concept-cum-project but it’s a pretty safe bet that Oreo won’t be returning to Chicago if W+K wins this one.
On the face of it, this is a complete hiding to nothing for DraftFCB which is currently trying to re-invigorate its creative department under new ECD Todd Tilford. W+K looks unstoppable at the moment, hoovering up big chunks of Procter & Gamble and newly-installed as Facebook’s first ad agency.
Perhaps DraftFCB’s only chance is W+K running out of creatives, it’s also pitching for P&G’s humungous Gillette account, currently wobbling at BBDO after 60 years or so.