Quaker drops Ogilvy for oatmeal work

CHICAGO: The Quaker Oats Company has chosen Ketchum over five other Chicago shops as agency of record for its Quaker Oatmeal brand. The account will jointly be handled by the firm’s Chicago and New York offices.

CHICAGO: The Quaker Oats Company has chosen Ketchum over five other Chicago shops as agency of record for its Quaker Oatmeal brand. The account will jointly be handled by the firm’s Chicago and New York offices.

CHICAGO: The Quaker Oats Company has chosen Ketchum over five other

Chicago shops as agency of record for its Quaker Oatmeal brand. The

account will jointly be handled by the firm’s Chicago and New York

offices.



Shephali Patel, brand manager for Quaker Oatmeal, said the company wants

to perpetuate its ’good-for-you’ image while at the same time

introducing some new PR tactics. The campaigns will focus on raising

awareness of the health benefits of oatmeal.



Ketchum replaces Ogilvy on the account, one of many changes the Quaker

Oats PR department has seen this year. Margaret Kirch Cohen, appointed

director of corporate communications in December, left the company after

only five months. She was replaced by Mark Dollins, who returned to

Quaker after leaving 11 months earlier. (PRWeek, April 26 & May 24).



Quaker’s Patti Jo Sinopoli, who will oversee the Ketchum program, said

that the agency shift was motivated by a desire to take a more

aggressive approach. ’It stems from our intent to become more focused

with both our consumer and professional PR,’ she said.



Ketchum’s Chicago office will concentrate on consumer PR under Cindy

Kuhn, while the agency’s New York-based nutritional science group will

target an educational PR program to nutritionists and other health

professionals.



Quaker Oats has seen a 13% sales increase in 1999 and currently

dominates the hot-cereal market with a 60% share. According to Kuhn,

Ketchum will continue to further expand the Quaker Oatmeal brand’s

consumer base.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.