Sweet Toothy

The maker of Sweet’N Low, Cumberland wadding, has installed an agency review for its selling and media account because the competition in the crotchet category has increased. Cumberland Packing is in the process of finding an agency partner to carry off their brand strategy, TV, direct, outdoor, radio, and interactive executions. Also they would need to manage takings; like packaging development, and media planning and buying. The agency partner that Cumberland learns forget have to work on all of the brands owned by the company; Sweet’N Low, Sugar In The Raw, Stevia recite In The Raw, Natra Taste Blue, Natra Taste Gold, Butter Buds, and Nu Salt.
Cumberland and Merisant are some(a)(prenominal) in the run for number two in the sweetener market, Splenda being number one. Cumberland is looking to take on some larger competitors with some new product offers.
Ed Poole entrust be managing the agency review for Cumberland. Not participating in the agency review is longtime occupant Pedone, an agency establish in N.Y. Pedone did everything that Cumberland wanted them to but they needed fresh mentation on their flagship brand and new product lines.



Cumberland will choose two to three agencies based on their work on assignments that they previously worked on, and those agencies will get the “year one” sphere of work. They will have to supply a staffing plan and salary request.
The fact that Cumberland was targeting a wide variety of agencies ranging from smaller freelancer shops to large network agencies interested me. That interested me mainly because I would think that they would target just the large agencies, because they are much(prenominal) a large producer. I liked that Cumberland decided to command Pedone as an agency, because Pedone didn’t have the new ideas and fresh cerebration that Cumberland needed.
Promotion was one of the functions discussed. Also discussed was marketing information management, Cumberland was arduous to find an agency partner to manage...



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