HEINZ HANDS GLOBAL BUSINESS TO LEO BURNETT
By Adnews Staff
Leo Burnett Co. of New York has won the global ad account for Heinz ketchup, and other condiments and sauces, giving its Toronto office a piece of the business. The agency won the business after a competition with four other U.S. agencies. They were: TBWA Advertising, Euro RSCG Worldwide, Bates Worldwide and DDB Needham Worldwide. "We selected Leo Burnett because of its strategic strengths and its vision for a truly global campaign," president and CEO William Johnson says in a release. Leo Burnett's Toronto office will handle the Canadian portion of the account. Until now, different agencies worked on the Heinz ketchup business in various countries. Leo Burnett worked on Heinz's ketchup account in the 1970s. The agency has also created ads for other Heinz products such as StarKist tuna and 9-Lives cat food, creating such characters as Charlie the Tuna and Morris the 9-Lives cat.