Frito-Lay Ditching the AOR Model

by Michela Galante , AdForum

Frito-Lay is the latest marketer to ditch the agency-of-record model, as confirmed by North America CMO Ram Krishnan. Energy BBDO, Frito-Lay's agency partner, will no longer work on the Lay's brand. Krishnan has confirmed that the brand has shifted to a project-by-project approach for its creative, and will call on multiple agencies for content.

For their upcoming summer campaign, Lay's will work with Deep Focus and The Marketing Arm.