Chicago-based BCom3 Group is to move the $20 million account for Pillsbury’s Green Giant brand to a sister agency.
Responsibility for the account will shift from Chicago’s Leo Burnett USA, which first won Green Giant in 1935, to sibling New York shop NW Ayer & Partners.
The move solves a client conflict for Burnett. General Mills, which produces various breakfast cereal brands, has agreed to buy Pillsbury from Britain's Diageo. However, Burnett already handles Kellogg on several cereal accounts.The same conflict has also seen Pillsbury’s Old El Paso brand make the same move from Burnett to Ayer.
These new accounts should help compensate for Ayer’s recent loss of the General Motors corporate advertising and marketing business.
News source: New York Times