TITLE

Campbell's delivers $200 mil to Media Edge

AUTHOR(S)
Pollack, Judann
PUB. DATE
March 1999
SOURCE
Advertising Age;3/22/1999, Vol. 70 Issue 12, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the decision of Campbell Soup Co. to shift its media buying and planning budget to Young & Rubicam's Media Edge in 1999, which effectively disbands its Campbell Media Alliance. Although client-dedicated media buying units are a commonplace, the concept was virtually pioneered in package goods with the Campbell Media Alliance in 1995. At the time, the creation of the True North Communications unit was considered a breakthrough because it recognized the media function as not just a means of placing advertising but an integral part of the advertising process itself. Campbell vice president-Global Business Development Tim Callahan said the soup marketer is still committed to that promise despite the fact that it is leaving the buying unit.
ACCESSION #
1692686

 

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