FCB ONLY AGENCY LEFT AT QUAKER'S U.S. BREAKFAST TABLE
By Adnews Staff
The Quaker Oats Co. of Chicago has shifted the U.S. advertising accounts for four of its cereals from Jordan McGrath Case Taylor of New York to Foote Cone & Belding of Chicago. The four brands involved were Quaker Oats Oatmeal, Instant Quaker Oatmeal, Life and Quaker 100% Natural. The move makes FCB the agency of record for all Quaker cereals in the U.S. Quaker's U.S. combined cereal accounts are worth approximately $100 million (U.S.). In addition, FCB handles advertising for Quaker beverages Gatorade and Snapple. Quaker has also announced that the U.S. creative for Aunt Jemima mixes and syrups, currently held by Jordan McGrath Case Taylor, is being put up for review. JMCT will retain its position as the media buyer for Quaker Beverages. Douglas W. Mills, U.S. and Canadian Quakers Foods executive vice-president, said the consolidation of the company's creative, media buying and media planning with FCB will give Quaker "greater leverage in the marketplace." The U.S. move will have no effect on Quaker's Canadian advertising. Toronto-based Harrod & Mirlin is responsible for Quaker's cereals, while Artis, also of Toronto, handles Quaker's rice cakes and bars.