SPRINGDALE, AR: Tyson Foods expects to use Arnold Worldwide for consumer marketing communication projects, likely starting in the third quarter.
Tyson announced recently it was switching its branded consumer advertising business from DDB Worldwide to Arnold. As part of the switch, Arnold also will be used for consumer PR projects, said Ed Nicholson, corporate PR manager.
Tyson is the world?s largest processor and marketer of chicken, beef, and pork, and the second-largest food company in the Fortune 500.
Arnold will handle media planning and buying, promotions, interactive concepts, and advertising and PR projects. Another marketing trade publication estimates the account at more than $40 million.
Tyson has no PR agency of record, and that will not change, Nicholson said.
The food processor uses Quinn Gillespie & Associates in Washington on government relations assignments, Abernathy MacGregor in New York for media relations and some investor relations work, and Lopez Negrete Communications, a Houston firm, for Hispanic and some general market PR, said Nicholson. All will continue working for Tyson.
In the past, Tyson Foods also has done work with Golin/Harris International.