Campbell Consolidates Media Buying

Campbell Soup (CPB Quote), a manufacturer and marketer of simple meals, announced Monday it will consolidate its international media planning and buying assignments with WPP's (WPPGY Quote) Mediaedge:cia.

Campbell bought over $300 million worth of measured media in 2005.

"Our decision to consolidate media planning and buying with the MEC global network was driven by our desire to improve the effectiveness and efficiency of our media spending globally," the company said. "While we anticipate achieving economic efficiencies with these moves, we are excited to better leverage the international MEC network to replicate the type of strategic insights and business gains MEC has helped us achieve in the U.S. market. As the media marketplace continues to consolidate, we see the increased potential for global media deals with our top media suppliers."