Nabisco promotion roster sliced in half

Pollack, Judann
April 1999
Advertising Age;4/26/1999, Vol. 70 Issue 18, p1
Trade Publication
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.


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