Mcgarrybowen may be having a few hiccups in the US, losing Bud Light and maybe Burger King – you never know with BK, but its new London-based European operation seems to have got off to a good start with the launch of Honda’s Civic in Europe and now the global account for Toblerone, formerly handled by Ogilvy.
Toblerone is now part of Mondelez, the quaintly-named spin-off of Kraft’s confectionery and snacks business that includes Cadbury and Oreos as well as Toblerone and numerous other brands. Mondelez is headed by former Kraft CEO Irene Rosenfeld.
Prior to the Mondelez spin-off Kraft pursued a policy of recruiting smaller, creative agencies to try to revitalise some of its flagging brands, seemingly with success. The biggest agency winner was Droga5 for Athenos and others.
It remains to be seen which agencies make the switch to Mondelez and whether or not Kraft will be happy to share. One agency this policy definitely didn’t go down well with was WPP’s Ogilvy which likes longstanding clients to whom it can sell more parts of its mushrooming ‘360-degree’ offer.