Omnicom: Keeping Clients Inside

[Pete Prestipino]

February 13, 2006
By Kathleen Sampey

Omnicom's John Wren
NEW YORK It was mid-December when Frito-Lay CEO Irene Rosenfeld phoned
Andrew Robertson, BBDO's worldwide CEO, to tell him that his agency's
concepts for a new Doritos campaign simply weren't satisfactory.

"We're in a time box," she told him, according to sources. "We need a
big campaign that we can feel good about." Doritos executives wanted to
go more mass-market with a new brand campaign, departing from the
young, male-targeted positioning of "bold and daring" that BBDO
developed eight years ago.

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