Business goes to Davidson, Ryan, and East/West.
Frankel & Co. will re-post all staffers who had worked on its Kraft business to other accounts, including sending some to the Frankel Packaged unit handling the new Frito-Lay account, according to a company spokesperson.
Kraft reassigned business worth $100 million to three of its other promo agencies after Chicago-based Frankel resigned its portion at the behest, sources say, of Frito-Lay.
Frankel resigned the eight-month-old Kraft business shortly after winning all of Frito-Lay’s $100 million-plus account, which tripled its previous billings with the snack giant. The agency says it may hire up to 30 more employees to handle the new business, which expands the workload beyond Frito-Lay’s kids foods.
In Kraft’s reapportioning, Chicago-based Davidson Marketing picks up spoonables like the Miracle Whip and mayonnaise brands, pourables including salad dressings, and dinners such as macaroni and cheese. Meanwhile, Ryan Partnership of Westport, CT, takes over multi-brand promotions, and East/West Creative, Chicago, gets Philadelphia Cream Cheese, according to a Kraft spokesperson.