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Publicis lands Campbell's global media and creative accounts in significant coup

Publicis will handle Campbell’s retail strategy in the United States, and creative direction in Canada and Asia Pacific.

Campbell Soup Company has awarded its global creative and media account to Publicis Groupe, tasking the agency with the digital transformation of its business.

Publicis will handle Campbell’s retail strategy in the United States, and creative direction in Canada and Asia Pacific, as well as use data-driven marketing to help drive its business forward.

The creative and media pitch, which was led by Andrew Swinand, the chief executive officer of Leo Burnett, was won from Omnicom’s BBDO and WPP’s Wavemaker.

"Campbell is on an ambitious transformation journey and at Publicis Groupe we're delighted to have the opportunity to partner with them to reinvent their marketing using our human hub model, putting the consumer at the core of everything we do together,” said Arthur Sadoun, chairman and CEO of Publicis Groupe.

This is the second pitch that Publicis has beaten out BBDO for, after winning the global network and digital account for Mercedes-Benz in February. It created a new agency called Publicis Emil after that win.

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