from The New York Times: A large client of Young & Rubicam Advertising in New York, the Campbell Soup Company, has quietly decided to seek ideas to promote a major product line from a far smaller agency specializing in unconventional creative approaches.
The Pepperidge Farm unit of Campbell Soup has asked BrightHouse Live in Atlanta to develop concepts for advertising the Goldfish line of crackers, pretzels and other snacks, which Y.& R. Advertising has handled since 1998.
Although Y.& R. Advertising remains the agency of record for Goldfish, as it does for other Pepperidge Farm products, it is now BrightHouse Live’s assignment to present Pepperidge Farm with what the company hopes will be the next clever campaign.
Marketers besides Campbell Soup that are expanding their agency relationships in unexpected directions include Anheuser-Busch, BMW, Burger King, Coca-Cola, Procter & Gamble and Unilever.
