Dr Pepper updates strategy with Deutsch

Share this content:

Dr Pepper has tapped Deutsch LA, of the Interpublic Group, as its new agency in charge of all advertising for the brand.

The companies first connected in February, when Dr Pepper was looking for an agency to handle a specific creative project. Deutsch's pitch, which included nontraditional and digital work, seems to have won over Dr Pepper, but neither company would elaborate on their plans.

"We looked at a number of agencies, and each of them brought its own unique vision to the project," said Sean Gleason, SVP, Cadbury Schweppes Americas Beverages, in a statement. "However, the Deutsch LA team brought an approach that quickly grew into more than a project. Much more. We feel we have an exciting new campaign for Dr Pepper."

Deutsch pitched for agency status in March, competing with Droga5 and Cliff Freeman and Partners. WPP Group's Y&R, the long-standing incumbent agency for Dr Pepper, will remain AOR for Diet Dr. Pepper, Sunkist, 7UP, A&W and Canada Dry.

Dr Pepper reported ad spending of $35 million last year and $45 million in 2006.

As Dr. Pepper embarks on its (mysterious) new brand strategy, Cadbury Schweppes Americas Beverages, will be lining up to split from its British parent. The American arm will be renamed Dr Pepper Snapple Group.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above