Oreo picks Wieden+Kennedy for Super Bowl blitz

Wieden+Kennedy has trumped incumbent agency DraftFCB to win the task of creating new snacks company Mondelez’s Oreo campaign for next year’s Super Bowl.

This is hardly a surprise as it looked like the most unequal contest in recent adland history when it was announced, given the current status of the two agencies.

Chicago-based DraftFCB, part of Interpublic, is undergoing yet more management upheavals as it tries to steady the ship following huge losses including SC Johnson and Miller Coors. W+K Portland is the preferred destination for an increasing number of big advertisers these days, most recently Procter & Gamble (some of) and Facebook (all of).

Mondelez is presumably waiting to see what W+K actually produces for Oreo’s Super Bowl extravaganza and how it’s received before deciding the long-term future of the account. At the moment it’s making soothing noises, saying it’s keeping DraftFCB on its Oreo roster and plans to give more work to IPG (not DraftFCB note) like PR.

Now we wait to see if W+K can wrest P&G’s $300m Gillette account away from BBDO New York in another epic pitch. That really would frighten the horses at the big marcoms companies.

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