Wieden+Kennedy could be on the path to become a colossus among online advertising agencies, after entering the running for a Super Bowl spot for the world’s most famous cookie, Oreo.
A massive turning point beckons
As the more informed ad agency copywriters, art directors and account managers will know, W+K seized a major opportunity less than two years ago when Kraft Foods hired it for a Velveeta campaign. If this latest venture pays off, getting the chance to showcase its creative energies for a major brand at a marquee slot in the TV world’s most expensive event could amount to a massive turning point.
That Kraft connection has been rather good for the agency, it seems. Oreo is now marketed by Mondelez, a Kraft spinoff, and this year marks the brand’s one hundred year anniversary, hence the decision to go for the Super Bowl. W+K hasn’t got the job in the bag yet, however, and is facing a formidable rival in Draftfcb, the agency that has presided over the year-long centennial campaign for Mondelez.
Skillful handling of small projects can lead to great things
However, W+K’s handling of the Velveeta Cheesy Skillets brand, which it took on in March 2011, has not gone unnoticed. The mix of TV spots backed by social marketing and online ads turned out to be a hit for Kraft, placing the product in the food manufacturer’s top ten launches for 2011 and sweeping up an impressive 8 percent of the dry dinner mix category in just three months. Kraft has shown its pleasure by awarding additional assignments to the Portland-headquartered agency, like Velveeta Shells & Cheese.
The agency also has a big supporter in Mondelez’s svp of marketing strategy, Dana Anderson, who formerly acted in the same role at Kraft and was responsible for hiring W+K in the first place.
Ms Anderson is keen on smaller, highly creative agencies and has brought others into the fold beside W+K. Moreover, she has a very direct influence over Oreo and has been impressed with W+K’s flair.
Mondelez has the means to experiment with alternative agencies to find the one with the best approach for the brand in question. As it happens, W+K has more experience with the Super Bowl than Draftfcb, and could well be heading for their biggest moment.