TITLE

Nabisco promotion roster sliced in half

AUTHOR(S)
Pollack, Judann
PUB. DATE
April 1999
SOURCE
Advertising Age;4/26/1999, Vol. 70 Issue 18, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article announces Nabisco Foods' selection of six agencies to handle its $250 million consumer promotion business in the U.S. The six agencies will share responsibility for promotion work across Nabisco's operating units, including Nabisco Biscuit Co., LifeSavers Co. and U.S. Foods Group. The action winnows Nabisco's promotion roster from approximately 15 agencies. Named were Alcone Marketing, Carlson Droddy, Davidson Marketing, Paul Inc., and Ryan Partnership. The purpose of the review was to find potential new suppliers. The review was conducted by an internal committee that included Peter Klein, executive VP-strategy, business development and marketing services, and Ken Freeman, VP-corporate marketing development, analytics and marketing research. Some agency executives involved in the review were critical of the process,not only because of its depth and duration, but also because they said the marketer appeared to be basing its decision mainly on price. In its request for proposals, Nabisco required an excruciatingly detailed outline of agencies' capabilities and cost structure.
ACCESSION #
1850320

 

Related Articles

  • Unicef calls pitch for global rebrand.  // Campaign;2/6/2009, Issue 5, p3 

    The article reports on the call of the United Nations Children's Fund (Unicef) to pitch for a global rebranding project in Great Britain. It states that the international charity has held chemistry meetings with various advertising agencies to create advertising around the rebrand program....

  • Oreo. Bortoli, Natalie // Advertising Age;6/30/1997, Vol. 68 Issue 26, ps1 

    The article describes the brand marketing strategy devised by Nabisco Food Group Co. business director Vicki Carey, to promote the company's Oreo cookies brand. The primary strength of the marketing effort is its ability to keep the brand relevant to kids. The advertising campaign for Oreo is...

  • The sell was conspicuous by its absence. Michaelides, Stephen // Restaurant Hospitality;Mar94, Vol. 78 Issue 3, p22 

    Comments on the absence of Nabisco's effort to sell its products during a conference of dietitians and restaurant operators the food company organized. Shift in manufacturer marketing strategy.

  • A lesson in the importance of strategic planning. Miller, Peter // B&T Weekly;2/11/2005, Vol. 54 Issue 2506, p14 

    Presents an author's account on lesson learned about advertising campaign planning. Importance of strategic analysis for advertising agency; Impact of agency consultant on advising clients about marketing plan; Insight on the true proposition of some management consultant in business planning.

  • Timing Isn't the Only Thing … It's Everything. Yallen, Robert B. // Response;Dec2007, Vol. 16 Issue 3, p50 

    The author offers tips on how agencies and advertisers in the U.S. face a declining market. First, marketers need to take evaluation on the current market conditions. Second, they must keep track of what competitors are doing from a creative, offer and media perspective. Finally, he suggests...

  • Me & My Mentor. Hunt, Tim // Marketing (00253650);8/12/2009, p55 

    The article identifies characteristics essential in assuring the success of marketing. The author suggests the reliance to the integration of creativity into business sense in developing a marketing strategy. Moreover, it should also be a consideration among advertisers to make decisions based...

  • Pontin's. Simpson, Diane // Marketing (00253650);8/13/2008, p72 

    The author comments on the given conversation that has taken place between Pontin's and one who plays as a marketing executive of a company. It measures the capability of Pontin's to make business or transact with its potential clients. Basing on the given conversation, the author criticizes...

  • Lacoste plans footwear drive.  // Marketing (00253650);9/23/2009, p10 

    The article reports on the plan of Lacoste SA to launch a digital activity programme for its Strategic Trend footwear products in Great Britain. It notes that Lacoste has appointed digital agency Holler to make microsite with animated content to promote the company's products. It mentions that...

  • Serving up 2 tacks on snacks. Thompson, Stephanie // Advertising Age;11/12/2001, Vol. 72 Issue 46, p3 

    This article describes the divergent marketing strategies of U.S. cookie and cracker makers Nabisco and Keebler Co. under new owners. Nabisco parent Kraft Foods plans to boost advertising spending. Keebler parent Kellogg Co. will hold steady on the estimated $35 million in advertising for the...

Share

Other Topics