CAMDEN, N.J.–(BUSINESS WIRE)–May 15, 2006–Campbell Soup Company (NYSE:CPB) today announced it will consolidate its international media planning and buying assignments with the global network of Mediaedge:cia (MEC). MEC is a leading media communications specialist company and part of WPP’s media investment management company GroupM. The New York office of MEC has been Campbell’s agency of record for media planning and buying in the United States since 1999.
In 2005, Campbell purchased over $300 million in measured media to support its brands in markets around the world.
The new agreement will impact most non-MEC media buying and planning assignments that Campbell currently maintains in Europe, Asia-Pacific, North America and Latin America. The new assignments, by region, will be implemented in the following countries:
-- In Europe, MEC is being assigned media buying and planning that supports Campbell operations in Belgium, France, Germany, Sweden and Finland. -- In Asia-Pacific, MEC will pick up Campbell's media planning and buying assignments in Australia (including Arnott's), Indonesia and China. -- In Mexico, MEC will pick up Campbell's media planning and buying assignment. -- In addition, Campbell will maintain existing relationships with international MEC agencies in Russia, Hong Kong, Malaysia, New Zealand, Singapore, Puerto Rico and Guatemala.
“Our decision to consolidate media planning and buying with the MEC global network was driven by our desire to improve the effectiveness and efficiency of our media spending globally,” said Colleen Milway, Campbell’s Global Media Director. “While we anticipate achieving economic efficiencies with these moves, we are excited to better leverage the international MEC network to replicate the type of strategic insights and business gains MEC has helped us achieve in the U.S. market. As the media marketplace continues to consolidate, we see the increased potential for global media deals with our top media suppliers.”
“We are extremely delighted that Campbell’s has decided to consolidate their media planning and buying with MEC around the world,” said Charles Courtier, MEC’s Executive Chairman, Global. “We are tremendously proud of our relationship, and the work we have provided Campbell in the U.S. and look forward to extending it throughout the network.”
Several of Campbell’s existing media buying and planning assignments will not be impacted by the planned consolidation. In Canada, OMD will continue to provide media planning and buying services. In the United Kingdom and Ireland, ZenithOptimedia will continue to provide media planning and buying services, until Campbell completes a strategic review of these businesses, which was previously announced.
Campbell expects the transition to be completed, in most countries, by August 1, 2006.
About Mediaedge:cia
Mediaedge:cia (MEC) is the first global communications planning and implementation agency. We get consumers actively engaged with its clients’ brands leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, retail, branded content and entertainment marketing. Our 4,000 highly talented and motivated people work with local, regional and global clients from 199 offices in 79 countries. MEC is a founding partner of GroupM, WPP’s media investment management group. For further information, visit www.mecglobal.com.
About Campbell Soup Company
Campbell Soup Company is a global manufacturer and marketer of high quality simple meals, soups, baked snacks, vegetable-based beverages, and premium chocolate products. Founded in 1869, the company has a portfolio of more than 20 market-leading brands, including “Campbell’s,” “Pepperidge Farm,” “Arnott’s,” “V8,” and “Godiva.” For more information on the company, visit Campbell’s website at www.campbellsoupcompany.com.
CONTACT: Campbell Soup Company John W. Faulkner, 856-342-3738 or Mediaedge:cia Nathalie Alfred, 212-474-0554 SOURCE: Campbell Soup Company