KBS Scoops Up Dean Foods’ Creative Account After a Review

Tech-driven shop tasked with building better brands

Dean Foods chose KBS as its agency of record. Facebook: DairyPure Milk
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Kirshenbaum Bond Senecal and Partners won the creative account for Dean Foods, the U.S. food and beverage company behind DairyPure, TruMoo, Friendly’s and Dean’s.

KBS announced today that it has been named Dean Foods’ advertising agency of record, specifically as its creative and strategic partner, after a competitive review launched in September. It is not clear which other agencies were part of the review.

“When I say that we were blown away by their collective insight, strategic thought leadership, creative prowess, integrated and holistic approach, general passion and great personality, I mean it—hands down, this was the best integrated thinking I have seen in my career,” Marissa Jarratt, vp of Dean Foods marketing, said in a statement.

Dean Foods’ svp and chief customer, marketing and innovation officer Kurt Laufer added in the statement that it was vital for the company to partner with an agency that could help it “realize” a new “vision” around building better brands.

According to KBS, the tech-driven agency will work with Dean Foods “across a number” of brands, including DairyPure, TruMoo, Caribou Iced Cofee, Uncle Matt’s Organic, Mayfield, Dean’s Country Fresh and Steve’s Ice Cream. It is also not clear how much of the account KBS will control.

According to Kantar Media, Dean Foods spent a total of $38.5 million on measured media in the U.S. in 2016. The $10.6 million the company spent over the first half of 2017 was significantly lower than the $22.2 million it laid out during the same period last year.

“Dean Foods brands literally touch the lives of millions of Americans every single day,” said KBS global CEO Guy Hayward. “We were inspired by the courage and passion of our Dean Foods clients and we can’t wait to reintroduce the world to their brands in purposeful, integrated and emotionally powerful ways that will drive significant business results.”

Dean Foods, headquartered in Dallas, describes itself as the largest processor and direct-to-store distributor of dairy products in the U.S. KBS projects its first work for the company to debut in early 2018.

Other KBS clients include BMW, American Express, Unilever, Bank of Montreal and Stanley Black & Decker. The agency has recently undergone a significant leadership upheaval after seeing three of its key executives depart over the summer including chief strategy officer Jonah Bloom and CEO Ed Brojerdi.

@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.