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September 12 2023

New York Bakery Co owner picks PHD as global media agency


Grupo Bimbo has consolidated its media account.

Grupo Bimbo, the baked goods company that owns New York Bakery Co, has consolidated its global media account into PHD.

The win follows a three-month review process involving a number of incumbents, as well as other shops. The pitch was run by Flock Associates.

Omnicom’s PHD will take over the account in 2024 across the Americas, Europe, Asia and Africa.

According to a previous report the Grupo Bimbo account was worth $300m.

Grupo Bimbo describes itself as the largest baking company in the world and owns more than 100 brands in 34 countries, including the New York Bakery Co and Bimbo in the UK.

Headquartered in Mexico, Groupo Bimbo’s product lines include sliced bread, buns and rolls, pastries, cakes, cookies, toast, English muffins, bagels, tortillas and flatbreads.

In May, New York Bakery Co became one of the first brands to use anamorphic 3D ads on the Tube in a campaign booked by EssenceMediacom through Global.

Article first published by Campaign.

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