McCormick names dentsu X as global media agency

Global responsibility of seasoning giant’s full funnel media strategy now comes to dentsu X after decade-long relationship working in select markets including Australia and the US.

Food spice and seasoning giant McCormick & Company has appointed dentsu X as its global media agency, cementing a partnership that has lasted almost a decade.

The appointment, which comes after a competitive review, means dentsu x will be responsible for the delivery of full funnel media strategy, planning and buying for all of McCormick & Company’s brands across the world.

Leah Meranus, Chief Media Officer, dentsu X US, said: “We are incredibly excited to expand our relationship with McCormick and help them create more meaningful connections with consumers and drive value across media investments. Our global team is ready to deliver unique experiences that will enhance consumers’ flavour profiles around the world as we defy convention together.”

Global partnership spanning a decade

Dentsu has been working with McCormick for nearly a decade in select markets including Australia and China, adding the US and Canada to its responsibilities in 2020. It will now add Europe, Latin America and Southeast Asia to its responsibilities for the spice and seasoning producer

McCormick is home to a host of household brands including French’s, Schwartz, Ducros and Frank’s RedHot.

Its partnership with dentsu over the years has included a campaign tying Frank’s Red Hot to major sports moments in Australia, and native in-game brand placement for French’s Mustard in the US.

Melanie Sifuentes, Vice President, Global Marketing Strategy and Media, McCormick said: “When it comes to delivering innovative thinking to fuel our media-driven marketing approach, dentsu X has proven tools and expertise to help us build deeper connections between consumers and our brands.”