Imc2 Lures Frito-Lay Marketing Exec

  |  April 14, 2005   |  Comments

The agency hopes to beef up its CPG expertise.

The former senior brand manager behind Frito-Lay's "inNw" Doritos campaign, Kevin Pate, is leaving the snack-food giant to join Dallas-based agency imc2, which counts Procter & Gamble and Johnson & Johnson among its clients.

Pate will take on the role of VP and head of the firm's consumer products practice group.

"We saw the Doritos [inNw] campaign and were impressed with it and really sought out the man behind it," said Doug Levy, founder and president of imc2. "That's really how we found Kevin. It's kind of convenient that he was already here in Dallas, and we had connections to him through some of our people here."

The inNw campaign -- produced in conjunction with Frito-Lay agency Tribal DDB Dallas and mobile firm Hip Cricket -- tied online and mobile messaging elements with outdoor and TV placements. Pate's other interactive experience includes developing and running the PLOIDS online loyalty program for the Cheetos, Doritos, Tostitos, and Lays brands. He also ran the Cracker Jack Web site while at Frito-Lay.

"For me, coming in, there are a couple of roles," said Pate. "The first is to work on our existing Procter & Gamble account and those brands. The second is to build on consumer products practice in general. It's a great opportunity. There's a lot of movement in interactive marketing."

For Procter & Gamble, imc2 is the online agency of record for brands including Crest, Clairol, Secret, Olay, and Prilosec OTC. The agency's other clients include Pfizer, Sara Lee, Eli Lilly, Blockbuster, and Hanes.


Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

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