SEATTLE: MSLGroup Americas has launched a specialty food and beverage unit by rebranding the food-focused Publicis Consultants USA office in Seattle as MSL Seattle.
Publicis Consultants, which is part of MSL, specializes in food and nutrition, health and wellness, and home products, with clients in Seattle including several Nestle brands, the United Soybean Board, Patron, and Roman Meal.
MSLGroup's food and beverage practice works with brands such as OSI/Outback, Coca Cola, Heineken, McDonald's, and Amstel Light in the US and Danone and Bimbo Bakeries in Latin America.
Publicis Consultants will continue to serve several clients under its former brand name.
“We've had significant food business under two different [firms], which made us substantial in both cases. But put it together and you have a really large, substantial unit with more people, more talent, more capabilities, and more highly specialized facilities to make accessible to all of our food clients,” said Steve Bryant, director of the food and beverage specialty and MD of MSL Seattle.
Bryant, who is leading MSLGroup Americas' food unit, formerly served as the MD of Publicis Consultants in Seattle. He is reporting directly to Jim Tsokanos, president of MSLGroup Americas.
Despite the rebranding, the clients and staff of the Seattle office will not change.
“It brings MSL into the Seattle market,” explained Bryant. “So we can make accessible all the corporate, technology, and healthcare capabilities that live in other offices, but might benefit from representation in the Northwest.”
MSLGroup also promoted its former consumer practice director in New York Caryn Carmer to SVP of the specialty group, reporting to Bryant. She will continue to work from the firm's New York office, focusing on food and beverage initiatives there and in other MSL offices in North America. MSL also promoted Denise Vitola and Scott Beaudoin to practice director roles this week.
Carmer said one of the goals of the specialty group is to gain a better “understanding how consumers are interacting with food in the social media space.”
“It's something that we're in the forefront of, and we need to continue to stay on top of it,” she explained.