Nimble Beats Big (Again)

Ad Age: In another victory for small ad agencies taking on Madison Ave. giants, Kraft Foods has moved creative responsibilities for its salad dressings, mayonnaise and barbecue sauce to independent McGarry Bowen, New York, the marketer said.
The accounts had been at WPP Group’s JWT and Interpublic Group of Cos.’ Foote Cone & Belding, both in Chicago. Kraft spends about $35 million on salad dressing and mayonnaise, according to TNS Media Intelligence.
The shift is the latest move by top marketers such as Coca-Cola Co., McDonald’s Corp. and Motorola to add start-up agenices to their rosters in recent years.
Run by former Y&R CEO John McGarry and former Ogilvy & Mather Executive Creative Director Gordon Bowen, the agency works for Reebok, Verizon, Marriott and Pfizer.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.