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Campbell to Consolidate International Media Planning and Buying with Mediaedge:cia

Press Releases

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

“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

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

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

    CONTACT: Campbell Soup Company
             John W. Faulkner, 856-342-3738
             Nathalie Alfred, 212-474-0554

    SOURCE: Campbell Soup Company
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