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McCormick & Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

McCormick & Company, Inc. is a manufacturer and marketer of spices, seasonings and flavors. The company, headquartered in Sparks, MD, distributes its products to retail stores, food service providers and food processing businesses.

Main Telephone (410) 527-6000
Main Fax (410) 527-6005
Primary Address
211 Schilling Circle
Hunt Valley, MD 21031

McCormick & Company, Inc. Contacts

Contacts (5/29)
Name Title State
Brendan F. President, North America MD
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (410) 527-6000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 211 Schilling Circle
Hunt Valley, MD

Lawrence K. President & Chief Operating Officer MD
Lori R. Vice President, Corporate Communications - Corporate Branding MD
Ed L. Vice President, Sales - U.S. Consumer Products Division MD
Marion F. Marketing Operations Director MD

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Grill Mates ******
Bag 'n Season *
McCormick & Company, Inc. ********
Lawry's *
McCormick Extracts & Food Colors *

Agency Relationships

Brand Agency Service From To
*** '* ****** **** **** ********* & ************** Experiential unknown present
*** '* ****** ********* ****** Media Buying, Media Planning 2015 present
***** ***** ********* ****** Media Buying, Media Planning 2015 present
***** ***** *** ******** ***** Creative unknown present
***** ***** **** **** ********* & ************** Shopper Marketing 2016 present

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Recent Discussions

Who is the President, North America of McCormick & Company, Inc.?

Who is the marketing contact for packaged foods in MD

What is the email of the President & Chief Operating Officer of McCormick & Company, Inc.?

What is direct phone of the Vice President, Corporate Communications - Corporate Branding of McCormick & Company, Inc.?

Who is the Experiential agency of McCormick & Company, Inc.?

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​Female Engagement Opps Update: McCormick moves rising digital media account (Score 67)

Subject: TV, online, digital, mobile, video Hispanic, Spanish language, magazines, sponsorship

Company: McCormick & Company, Sparks, MD-headquartered manufacturer and marketer of spices, seasonings and flavors.

Update (11/3): We've confirmed that digital media planning and buying will move in January to

IPG sibling Sawtooth still has traditional creative. However, traditional ad agencies should send intros to secure the traditional portion. The account is vulnerable, given these changes, and Sawtooth has had McCormick since 1997, well past average AOR tenure (2.5-3 years). 

Below posted 10/4

Opportunity: During the recent Q3 earnings call, CEO Lawrence Kurzius said the company was continuing to increase its digital marketing to drive sales. Plans, therefore, include taking digital marketing spend up to nearly two-thirds of total US advertising spend - up from 46% in 2015. Kurzius also mentions that traffic to McCormick's site is up 15% versus last year. He contributes this to millennials (and other generations) seeking recipes, how-to videos and other content.

Since most of McCormick's marketing is shifting to high ROI digital marketing, the company is lowering its expected $20 million marketing spend increase to $15 million for 2016. More specifically, non-working media is on track for a 20% reduction and a 12% increase in working media.

McCormick recently announced a partnership with here). It is also supported with TV, targeted digital and mobile ads, in-store signage and promoted social posts. 

In September 2015, McCormick moved media buying and planning to here.

Additional Information

National TV Spend: According to iSpot, McCormick has spent $10.2 million on national TV ads so far this year. Two spots ran from February to May on networks such as BET, HGTV, Food Network and Investigation Discovery; a third spot (in support of the "Pure Flavor" campaign mentioned above) debuted on Sept. 26. See chart below for 2016 show targeting (by spend).

For the same period in 2015, McCormick spent $13.2 million on national TV; for the full year, $20.7 million was spent.

Digital Breakdown: Pathmatics reports that McCormick has spent $1.9 million on 927 desktop ads so far this year (429.8 million impressions). Ads were run in three ways: 56% site direct; 20% through Invite Media's DSP DoubleClick; and 23% through Google AdX + AdSense. Top ad destinations include:,, and

An additional $253,000 has been spent on 254 mobile ads (81.5 million impressions) and $809,000 on nine video ads (40 million impressions).

McCormick & Company
18 Loveton Circle
Sparks, MD 21152
(410) 771-7301

Jennifer LaFrance
Director, Global Digital Strategy (promoted in Sept. 2015)
(410) 527-8093

Jeff Knabe
Senior Marketing Manager (promoted June 2016)
Direct Dial: (410) 527-8430

Mike Malley
Integrated Investment Manager – UM
(646) 376-1907