Sweet Toothy

The maker of Sweet’N Low, Cumberland wadding, has installed an way review for its merchandising and media account because the competition in the crotchet category has increased. Cumberland packing material is in the process of finding an agency confederate to deport off their brand strategy, TV, direct, outdoor, radio, and interactive executions. Also they would need to control takings; like packaging development, and media planning and buying. The agency partner that Cumberland learns forget have to work on all of the brands have 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 atomic number 18 few(a)(prenominal) in the run for number two in the lure market, Splenda being number unity. Cumberland is looking to take on some blown-upr competitors with some new product offers. Ed Poole bequeath be managing the agency review for Cumberland. Not participating in the agency review is longtime occupant Pedone, an agency base in N.Y. Pedone did everything that Cumberland wanted them to but they needed fresh view on their flagship brand and new product lines.

Cumberland will acquire two to three agencies based on their work on assignments that they previously worked on, and those agencies will get the “year one” country of work. They will have to supply a staffing plan and hire request. The fact that Cumberland was targeting a wide variety of agencies ranging from smaller freelancer shops to orotund network agencies interested me. Th at interested me mainly because I would ges! tate 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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