Del Monte Taps Agency.com as Interactive Agency of Record
Del Monte Foods Company, maker of such household products as Starkist, 9Lives, and Contadina, has selected Agency.com as the interactive agency of record for its lineup of over 20 brands. Agency.com plans to bring unique targeted strategies to the site development and online marketing for each individual brand, placing stress on analytics and creative.
In this move, Del Monte hopes to be among several companies who are leading a surge of consumer packaged goods (CPG) presence in the online space. CPG brands have previously been known for negligence in the interactive market, a trend which many expect to change over the next year. A February report by eMarketer, for example, predicts CPG advertisers will boost spending by 17 percent in 2006.
For Agency.com, the challenge is to develop positive consumer relationships with each of Del Monte’s widely varying brands while projecting a coherent, unified campaign. “We need to remember all of the brands fall under one umbrella company,” Alan Burgis, managing partner of Agency.com’s San Francisco office, told ADOTAS. “But the experience the consumer has must reflect their relationship with each particular brand.” This means that brands such as Snausages pet treats might rely on more one-time promotions while foods like Starkist would benefit from a longer-term emphasis on nutrition or recipes.
Agency.com, who still works with major names like Miller Brewing Company, HP, and Visa, expects site development for Del Monte’s brands to take at least six months.
Reader Comments.
OK - IF YOU ARE THE AD AGENCY FOR DELMONTE - AND YOU USE THIS PICTURE I HAVE - NOTHING ELSE - NO WORDS OTHER THAN DEL MONTE - AND THE PICTURE - YOU WILL HAVE A DYNAMITE AD. I CAN’T IMAGINE ANYONE SEEING THIS PICTURE IN FULL COLOR AND NOT WANTING TO GO BUY TOMATOES. HOW DO I MAIL A PICTURE TO YOU? AND, KNOWING YOU WILL USE IT - HOW DO I PROTECT MYSELF FINANCIALLY?
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