It’s always nice for an agency when it’s re-apppointed by a client and Mondelez International has done just that with J. Walter Thompson in the UK.
JWT handled Philadelphia for decades (originally it was owned by Kraft) before the account departed for a brief sojourn at BBH last year. JWT will handle all Philadelphia’s European business.
Greta Hammel, Philadelphia European equity manager Greta Hammel (that’s a new one) says: “We are delighted to re-appoint JWT and look forward to working closely with a tried and tested partner who shares our passion and vision. This new chapter for Philadelphia across Europe will create exciting new creative work to drive a great brand further forward still.”
Philadelphia is the world’s best-selling cream cheese and one of Mondelez International’s biggest brands, worth about $1bn in Europe. Here’s Philadelphia from the 1980s (along with some other JWT oldies).
JWT Europe CEO Toby Hoare says, very diplomatically: “We are thrilled to have the opportunity to continue to make this iconic brand increasingly relevant and loved across Europe.”