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Campbell Soup Company | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Camden, NJ, Campbell's is one of the world's largest soup companies. North American business is organized under four units. The U.S. Soup, Sauces & Beverages division includes a range of soups, sauces, gravies, broths, and beverages. The Away From Home & Canada, Mexico, & Latin America unit markets for the foodservice industries in North America. The Pepperidge Farm division manufactures specialty breads, cookies, and crackers.

Main Telephone (856) 342-4800
Main Fax (856) 342-3878
Primary Address
One Campbell Place
Camden, NJ 08103-1799
USA

Campbell Soup Company Contacts

Contacts (5/67)
Name Title State
Denise M. President & Chief Executive Officer NJ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (856) 342-4800
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Campbell Place
Camden, NJ
08103-1799
USA

Paul A. Chief Information Officer & Vice President, Global Information Technology Services NJ
Ed C. President - Campbell Fresh NJ
Mark A. President, Americas Simple Meals & Beverages NJ
Robert M. Vice President & Chief Human Resources Officer NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Campbell’s Condensed Soup ********
Prego ********
Swanson ********
Campbell Soup Company ********
Campbell's Healthy Request Soups ***

Agency Relationships


Brand Agency Service From To
******** ************* ***** *** media buying & planning 2006 present
******** ************* ***** *&* creative 2010 present
******** ************* ***** **** ********* creative 2010 present
******** **** ******* ***** & ********* creative 2013 present
******** **** ******* ***** digital, media buying 2015 present

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WinmoEdge

Top Agency New Biz Prospects – Q2 Reviews Imminent


Below are the brands that we forecast will switch up their agency roster by the end of Q2 (April, May, June). This means, according to our agency new business predictive analysis model, that decision makers at these brands should be the most receptive to new business pitches from media, creative, PR and/or digital agency during the next nine months. The higher the score the more likely the brand will go into review sooner.

While there are brands that we see going into review before then (check out the VAI top 50), your likelihood of success closing new business increases the further you look out. So, it's best to start laying the groundwork at least two quarters ahead, preferably three. 

Here's a little more detail on some of the top brands. The chart below the Top 10 lists the other companies set to come off the Vulnerable Account Index between January and March 2017. 

Overall measured media spend is from Kantar Media, when available.

(1) Score 84: Fred's 
2015 Media Spend: $44,774 
Top Spend Channel: OOH ($43,000)

According to COO of health care Tim Liebmann, Fred's is engaging in "several key initiatives" focused on improving current trends in pharmacy. The company is also planning its "most aggressive" flu campaign to date, which includes a "concerted effort" by its healthcare managers and clinical field coordinators to engage in B2B and local committee opportunities, post on-site and in-store clinics and expand flu shot offering to most of its non-pharmacy stores. 

We've heard that Sullivan Branding previously handled Fred's creative and media is currently handled in-house, but we'll let you know as we learn more. Until we receive confirmation, we're leaving Fred's on the VAI, especially since the retailer has experienced struggles as of late.

(2) Score 84: Gap
2015 Media Spend: $6.6 million
Top Spend Channel: Print ($4.2 million)

After pulling much of its marketing in 2015, Gap CEO Art Peck stated in the last earnings call that the brand would begin increasing marketing "a little bit." This, he said, is the next step in "bringing the voice of the brand back." He added that the marketing increase was pivoted toward traffic and digital, but has "not been telling the story about the product." 

Gap brand Untitled Worldwide picked up creative and social media work on the new fall campaign.

Other roster shops include: WPP's MediaMath, SF.  But if Gap is looking to move away from the AOR model, any of these could be up for grabs in the future. 

(3) Score 83: Chili's 
2015 Media Spend: $136.8 million
Top Spend Channel: Broadcast ($134.1 million)

Account in Jeopardy Chili's has boosted ad spend about 16% this fiscal year, which began June 30, with the goal of reversing several quarters of sales declines. The first beneficiary of this higher support is Chili's latest ad campaign, "Chillin' Since '75." Created by longtime lead creative and traditional media AOR IPG’s Hill Holliday, the nostalgia play includes TV, digital and social marketing.

(4) Score 83:
2015 Media Spend: Privately-held
Top Spend Channel: Privately-held

Named Holly Wagstaff-Bellomo as marketing VP in July. RMG was acquired by Redrock Partners last spring, so agencies with expertise re-launching brands should be all over this.

Since RMG's ad spend has been very low in recent quarters, it is no surprise that UM no longer handles the chain's media. However, spend should be on the rise in the coming year, which could necessitate the addition of new agency partners. 

(5) Score 82:  
2015 Media Spend: Not Available
Top Spend Channel: Not Available

Re-hired John Rood as head of marketing. Rood had previously spent a decade at Disney as head of marketing of Disney Channels Worldwide. Rood should hit the ground running since he's been consulting with Disney Channel the last 10 months. So, entertainment and kid-focused ad shops should start making introductions immediately. Keep in mind that media already was moved here), meaning planning and buying is already off the table.

(6) Score 82: DSW 
2015 Media Spend: $59.0 million
Top Spend Channel: Broadcast ($32.6 million)

 A few months after naming a new CMO (more 

Keep in mind that media moved to Dentsu Aegis's 360i this summer. Creative remains in-house, meaning shops should step up to the plate here. A new media shop has already been hired, so decision makers clearly are open to making roster moves. 

(7) Score 82:  
2015 Media Spend: Not Available
Top Spend Channel: Not Available (likely broadcast)

After just a year on the job, Long John Silver's CMO Margo Mize left the company earlier this year. It seems that Marilyn Nicholson, VP of media and promotions, has added marketing responsibilities for the time being, but we'll let you know if we hear differently. 

Last fall,  LJS hired RunSwitch Public Relations is PR AOR. 

(8) Score 82: Smirnoff
2015 Media Spend: $8.7 million
Top Spend Channel: Broadcast ($7.4 million)

Just before parent company Diageo concluded a media review that saw Carat retain the US account, Smirnoff named Vince Hudson as the new global head of the brand.  Hudson is tasked with driving strategy for Smirnoff, which 

'The probability of a creative agency review continues to rise as Smirnoff adds new decision makers. Before Hudson, P&G veteran Jay Sethi was appointed Smirnoff's marketing VP in Q1. Also, creative AOR 72andSunny has had the business since 2013, putting it beyond average AOR tenure (2.5-3 years). Furthermore, creative reviews often follow media reviews.

(9) Score 81: Dress Barn 
2015 Media Spend: $5.03 million
Top Spend Channel: Print ($3.7 million)

Lori Wagner, digital commerce EVP and chief marketer at long-struggling Dressbarn since 2012 (research here), recently departed to become CMO at competing womenswear retailer Eileen Fisher. 

Look for the entire account to be up in the air as Ascena begins fiscal 2017 in August. We'll keep you posted when we identify Dressbarn's new CMO, but start pitching director/VP-level marketing contacts now. Hopefully, they'll alert you when a new CMO is hired and serve as a key referral.

(10) Score 81: Campbell Soup Co.
2015 Media Spend: $54.2 million
Top Spend Channel: Print ($30.4 million)

Campbell is continuing its marketing investments - particularly behind its soup and BFY food lines. 

BBDO is handling the Well Yes product introduction, and is also AOR for Campbell's main soup line. Y&R NY handles creative for Campbell's Chunky and MEC is Campbell's current media buying and planning shop, with most digital RFPs going through Xaxis. Agency readers should note that all of these relationships are past average tenure, so should things not begin to turn around soon, reviews could be slated for fiscal 2017. In July, CMO Greg Shewchuk added digital marketing to his responsibilities (more here). So really, it's anyone's guess as to what Shewchuck's ultimate plans are here; therefore, agency readers, gather pitches and begin reaching out.

 

 

 

 

 

Click the links below to read more about WinmoEdge's take on these companies.

 

Score Current VAI Position Company/Brand First on VAI Exp. Date
Score 84 No. 28 Fred's Aug '16 May '17
Score 84 No. 29 Gap Aug '16 May '17
Score 83 No. 32 Chili's July '16 April '17
Score 83 No. 35 Romano's Macaroni Grill July '16 April '17
Score 82 No. 36 Disney Channel Sept '16 June '17
Score 82 No. 39 DSW Aug '16 May '17
Score 82 No. 41 Long John Silver's Aug '16 May '17
Score 81 No. 44 Smirnoff July '16 April '17
Score 81 No. 45 Dressbarn July '16 April '17
Score 81 No. 49 Campbell Soup Sept '16 June '17
Score 81 No. 50 Keen Footwear Aug '16 May '17
Score 80 No. 60 Kaplan July '16 April '17
Score 79 No. 61 Chipotle July '16 April '17
Score 79 No. 62 Tamara Mellon Aug '16 May '17
Score 79 No. 64 Jo-Ann Fabrics July '16 April '17
Score 78 No. 65 Glamsquad July '16 April '17
Score 78 No. 73 CAN Capital Sept '16 June '17
Score 78 No. 74 Old Navy Sept '16 June '17
Score 77 No. 78 Monitronics July '16 April '17
Score 78 No. 78 Canyon Ranch Aug '16 May '17
Score 77 No. 81 PacSun July '16 April '17
Score 77 No. 82 Flight Club Sept '16 June '17
Score 77 No. 84 Pandora Media Sept '16 June '17
Score 77 No. 85 LL Bean July '16 April '17
Score 75 No. 94 Canada Goose Aug '16 May '17
Score 75 No. 95 GNC Aug '16 May '17
Score 75 No. 97 Beam Suntory Aug '16 May '17
Score 74 No. 99 Neiman Marcus Sept '16 June '17
Score 75 No. 100 Polar Sept '16 June '17
Score 75 No. 103 Gulfstream Aerospace Sept '16 June '17
Score 74 No. 105 Duluth Trading Co. July '16 May '17
Score 74 No. 106 Stitch Fix Aug '16 May '17
Score 74 No. 108 Frisch's Big Boy Aug '16 May '17
Score 74 No. 118 NBTY July '16 April '17
Score 74 No. 119 PMI's Stanley July '16 April '17
Score 73 No. 122 Noodles & Co July '16 April '17
Score 73 No. 123 BevMo July '16 April '17
Score 73 No. 126 Whole Foods Sept '16 June '17
Score 72 No. 131 ServiceNow Aug '16 May '17
Score 72 No. 134 Blue Apron Aug '16 May '17
Score 72 No. 137 Edward Jones Sept '16 June '17
Score 72 No. 140 Western Union June '16 March '17
Score 72 No. 141 Eileen Fisher July '16 April '17
Score 72 No. 142 Yogurtland July '16 April '17
Score 72 No. 146 Bakers Square, Village Inn Sept '16 June '17
Score 72 No. 147 Casper Aug '16 May '17
Score 72 No. 147 Old Time Pottery Sept '16 June '17
Score 71 No. 155 SoulCycle Aug '16 May '17
Score 71 No. 163 Lowe's Sept '16 June '17
Score 71 No. 166 The Body Shop Sept '16 June '17
Score 71 No. 172 HotelTonight Sept '16 June '17
Score 71 No. 173 A&E Sept '16 June '17
Score 71 No. 174 Blackwater Distilling Aug '16 May '17
Score 71 No. 176 Tire Discounters July '16 April '17
Score 70 No. 178 Clover Health Aug '16 May '17
Score 70 No. 184 Infinium Spirits Aug '16 May '17
Score 70 No. 187 Nordstrom July '16 April '17
Score 70 No. 192 OptionsHouse Aug '16 May '17
Score 69 No. 195 App Annie June '16 June '17
Score 69 No. 199 For Eyes April '16 April '17
Score 69 No. 200 Too Faced April '16 April '17
Score 69 No. 201 Jack Link's April '16 April '17
Score 69 No. 203 Cricket Wireless April '16 April '17
Score 69 No. 208 Tuesday Morning Feb '16 April '17
Score 69 No. 209 SharkNinja June '16 June '17
Score 69 No. 210 MailChimp June '16 June '17
Score 69 No. 213 Alpha Industries June '16 June '17
Score 69 No. 215 Vero Water April '16 April '17
Score 68 No. 220 Barnes & Noble June '16 June '17
Score 68 No. 228 Weatherbug May '16 May '17
Score 67 No. 234 Consumer Reports April '16 April '17
Score 67 No. 235 Celebrity Cruises April '16 April '17
Score 67 No. 246 Vineyard Vines April '16 April '17
Score 66 No. 255 Fresh Healthy Vending April '16 April '17
Score 66 No. 257 Delivery.com June '16 June '17
Score 65 No. 261 Bonobos April '16 April '17
Score 65 No. 262 CacDemode April '16 April '17
Score 65 No. 263 SeatGeek April '16 April '17
Score 65 No. 264 KIND Healthy Snacks May '16 May '17
Score 65 No. 266 Mars May '16 May '17
Score 64 No. 273 Charles & Colvard Nov '15 May '17
Score 64 No. 274 St Olaf College June '16 June '17
Score 64 No. 276 SeaWorld April '16 April '17
Score 63 No. 278 Under Armour - Women's/Youth April '16 April '17
Score 63 No. 280 Sparefoot June '16 June '17
Score 63 No. 281 Green Dot June '16 June '17
Score 63 No. 282 Lending Club Jan '16 April '17
Score 63 No. 283 TGI Fridays June '16 June '17
Score 63 No. 284 Miraval Group April '16 April '17
Score 62 No. 292 Siggi's Dairy June '16 June '17
Score 61 No. 299 Truvia June '16 June '17
Score 61 No. 304 K12, Inc. May '16 May '17
Score 60 No. 316 Ask.Vet April '16 April '17
Score 60 No. 318 Swiss Watch International May '16 May '17
Score 59 No. 339 E*Trade Jan '16 April '17
Score 59 No. 341 YouFit Health Club April '16 June '17
Score 59 No. 342 Taylor Precision Products June '16 June '17
Score 59 No. 343 Red Wing Shoes March '16 May '17
Score 58 No. 358 NatureBox March '16 May '17
Score 57 No. 364 Pier 1 April '16 June '17
Score 57 No. 365 Sodastream Feb '16 April '17
Score 57 No. 370 Ethan Allen April '16 June '17
Score 56 No. 379 Frito-Lay March '16 May '17
Score 56 No. 385 Walmart.com April '16 June '17
Score 56 No. 386 Croakies Jan '16 April '17
Score 56 No. 390 Join.me Jan '16 April '17
Score 55 No. 398 Fjallraven March '16 May '17
Score 55 No. 399 Foursquare Jan '16 April '17
Score 55 No. 403 Wendy's Feb '16 April '17
Score 82 No. 403 Under Armour Aug '16 May '17
Score 55 No. 408 Major League Baseball April '16 June '17
Score 55 No. 410 GoPro Feb '16 April '17
Score 55 No. 411 Converse Feb '16 April '17
Score 54 No. 414 The Honest Co Jan '16 April '17
Score 54 No. 420 Vista Outdoor May '16 July '17
Score 53 No. 432 David's Bridal March '16 May '17
Score 53 No. 433 Nissan March '16 May '17
Score 52 No. 435 Soma Intimates March '16 May '17
Score 52 No. 436 Produce Marketing Ass'n Feb '16 April '17
Score 51 No. 440 Dropbox March '16 May '17
Score 50 No. 451 Revolar March '16 May '17
Score 50 No. 452 Kiba March '16 May '17
Score 50 No. 453 Mimik Jan '16 April '17
Score 49 No. 462 Spin Master Oct '15 April '17
Score 48 No. 472 Mercy Corps Oct '15 April '17
Score 38 No. 530 Monster Digital Nov '15 May '17
Score 34 No. 555 Boulder Organic Foods Oct '15 April '17
Score 29 No. 583 Lanvin Nov '15 May '17
Score 25 No. 592 Stage Stores Nov '15 May '17
Score 24 No. 593 TD Ameritrade Oct '15 April '17