Dr Pepper Snapple Group has determined 2009 brand assignments for its three principal ad agencies of record.
Deutsch L.A., which won creative duties earlier this year for regular Dr Pepper and Snapple, will begin work on Diet Dr Pepper line in the new year. Y&R/San Francisco will be responsible for "Core Four" business with a focus on the 7UP, Sunkist Soda and A&W brands in 2009. Laird & Partners will continue on the Mott’s trademark brands.
"This is a move that makes sense for a number of reasons, but chief among them are better focus, alignment and efficiency," said Jim Trebilcock, EVP/marketing for DPS. "We’re very pleased with the work Deutsch has done since we brought them on board, and we’re looking forward to their contributions to the continued momentum of Diet Dr Pepper. Y&R already has a long and successful track record on our business, and this realignment will channel their ideas, talents and energies toward growing key pieces of our flavor portfolio, such as 7UP, Sunkist and A&W."