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|
Campbell Soup Company ContactsContacts (5/67)
|Denise M.||President & Chief Executive Officer||NJ|
Sample of Associated Brands
|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|
|Campbell’s Condensed Soup||********|
|Campbell Soup Company||********|
|Campbell's Healthy Request Soups||***|
|******** ************* *****||***||media buying & planning||2006||present|
|******** ************* *****||*&*||creative||2010||present|
|******** ************* *****||**** *********||creative||2010||present|
|******** **** *******||***** & *********||creative||2013||present|
|******** **** *******||*****||digital, media buying||2015||present|
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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.
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.
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)
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.
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|