Top Story


Home >> International >> Article

International: Starcom gets $200 million Sara Lee account

Font Size   16
International: Starcom gets $200 million Sara Lee account

Sara Lee has consolidated its roughly $200 million media buying and planning account with Publicis Groupe's Starcom USA, a unit of Starcom MediaVest Group, Chicago, without a review, the marketer said.

Starcom was one of seven agencies handling the company's various food, apparel, beverage and household products brands. Starcom previously handled Jimmy Dean, Sara Lee, Ball Park, Barely There and Playtex brands.

Among the agencies that lost business are Publicis' Optimedia, Dallas; Omnicom Group's OMD, Chicago; Havas' MPG, Chicago; and Interpublic Group of Cos.' Martin Agency, Richmond, Va., and Mullen, Winston-Salem, N.C. Independent agency Shahid & Co., New York, also lost business.

Sara Lee spent $208 million in measured media in 2002, according to TNS Media Intelligence/CMR.

The move comes as part of a mandate by Lee Chaden, whom Sara Lee named in April as the company's first head of global marketing and sales, to take a more centralized approach to marketing.

By consolidating with one agency, the company can "establish a consistent approach to understanding consumer media behavior, which will drive smarter, more effective long-term planning and media investment decisions," Mr. Chaden said.

Among the brands Starcom won are Sara Lee's two biggest spenders, Hanes (against which Sara Lee spent $50 million in media in 2002) and Hillshire Farm ($19 million spent in 2002), according to CMR.

Source: Adage


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Recap brings you a round up of the important stories that made headlines this week.

Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising, while maintai...

The second season of the show takes viewers on a profound journey to the homes of their favorite celebrities such as cricket icon Saurav Ganguly and Bollywood actors Sushant Singh Rajput, Radhika Apt...