Mondelez-owned cream cheese (known as “soft cheese” across the pond) brand Philadelphia has launched a review for its European creative account, Campaign reports.
The review is still in its very early stages, as the brand has set up initial meetings with six to eight agencies. A statement from a brand spokesperson seems to imply that incumbent JWT is among the agencies involved at this early stage.
“As common with all businesses we regularly talk with different creative agencies as well as those we currently work with,” the spokesperson told Campaign. “We are too early in the process to share any further information on the creative work for our Philadelphia brand.”
JWT won the £35m creative account without a review in March of 2015. The agency had worked with the brand for decades, but lost the account to BBH following a 2013 review. Philadelphia only worked with BBH on one campaign before initially taking the work in-house and then turning back to its old agency. JWT launched its first campaign after reestablishing its relationship with the brand this past April, reviving angelic characters from a mid-90s campaign (see below).
The review comes as Mondelez is rumored to be selling off its cheese and grocery division, including Philadelphia, according to a report from The Sunday Times.