Welch's Selects Maxus Communications as New Media Agency
CONCORD , Mass, October 27, 2005
Welch’s announced today that it has selected Maxus Communications LLC as its new media agency. In this role, Maxus will provide the consumer goods company with a full range of media planning and buying support.
“In order to fulfill our vision of becoming everyone’s favorite brand of fruit products, it’s vitally important that we communicate to consumers as effectively and creatively as possible,” said Ross Elkin, Welch’s vice president of Marketing. “Based on their knowledge, commitment to our business, and extensive analytical and research resources, we’re confident that Maxus Communications fills that role.”
Dave Lukiewski, senior vice president of Sales and Marketing added that Welch’s has been steadily evolving its media outreach efforts in recent years and said the company will continue to do so in the future. “We’re excited about working with Maxus to expand those efforts and explore new opportunities that will help us extend the tremendous power and equity of the Welch’s brand even further.”
Carla Loffredo, president and chief operating officer at Maxus Communications, said the agency was looking forward to working with Welch’s. “We are delighted for the opportunity to work with the Welch’s organization and help grow their great brand portfolio. Welch’s is an iconic brand and we’re thrilled to be selected as their communications partner.”
Welch’s is the world’s leading marketer of Concord and Niagara grape-based products, including grape juice and jelly. The company produces a variety of other fruit-based products, including 100% juices, juice cocktails, and drinks in the following forms: single serve, bottled, refrigerated, and frozen and shelf-stable concentrates. In addition, Welch’s produces a number of fruit spread products under both the Welch’s and BAMA brand names. Welch’s Web site can be found at http://www.welchs.com.
Maxus Communications LLC, an independent GroupM Company and an agency of WPP, is a media communications planning company that delivers the scale and reach of a large media agency with full access to all GroupM resources.
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