Element 79 in Chicago, which was set up primarily to handle Pepsi business is losing a big slug of that account with the news yesterday that PepsiCo's Quaker is shifting creative duties on its Gatorade and Tropicana brands to TBWA\Chiat\Day and Arnell Group, respectively. TBWA\C\D will handle Gatorade, and Arnell, will handle Tropicana. Pepsi issued this statement: "We're always looking for breakthrough creative, and as such, are continuously assessing performance from incumbents, as well as, other agencies. As we look at the businesses today, we believe Gatorade and Tropicana could benefit from a partnership change. In essence, both world-class brands demand new, creative thinking to fuel their growth. We appreciate Element 79 Partners stewardship and creative work over the last six years, which have contributed to the success of our brands. We wish the agency continued success in the future." Which basically means that Element 79 is screwed... My prediction, they won't last out the year!
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But not that much!
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