Wieden & Kennedy beat out Interpublic Group’s DraftFCB for Oreo’s Super Bowl ad, but the cookie brand will stick with IPG long-term in a new agency model that will use multiple shops within the holding company.
Oreo, which will run a 30-second spot during the Super Bowl’s first half, sought ideas from DraftFCB and Wieden & Kennedy, Portland, in a jump-ball pitch. The brand went with Wieden for the big game because the shop is “the right partner for us with their history of understanding [Super Bowl advertising] in a very meaningful way and getting to creative breakthrough advertising,” Ms. Guzzinati said. Still, she stressed that Wieden & Kennedy’s assignment is “specific to the Super Bowl” and going forward the shop is “not an Oreo agency.”
Read More at: AdAge