Two months after announcing its creative review, Land O' Lakes Inc. has picked The Martin Agency as the agency of record for its dairy brands including Land O' Lakes butter and Kozy Shack puddings. This move comes after the account spent an incredible 80 years with Minneapolis agency Mithun (which, along with Martin, is owned by IPG).
Mithun was one of six agencies participating in the review, and three candidates competed in the final round. Moving forward, the Richmond, Va.-based Martin will handle communications planning and creative development in addition to all media-planning and -buying duties for the business.
Like so many agency reviews, this one followed the client's appointment of a new CMO. Land O' Lakes marketing chief Tim Scott served as international CEO of mcgarrybowen and president of the Dentsu-owned shop's Chicago office before leaving the agency world to go client-side in April. He and his management team helped run the three-month review along with outside consultancy SelectResources International.
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