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FRITO-LAY EXPANDS AND REALIGNS ASSIGNMENTS AMONG CURRENT AGENCIES

 FRITO-LAY EXPANDS AND REALIGNS ASSIGNMENTS AMONG CURRENT AGENCIES
 NEW YORK, June 3 /PRNewswire/ -- Frito-Lay has expanded and realigned its creative and promotional assignments among current agencies: DDB Needham, BBDO and Tracy-Locke, A DDB Needham agency. The move includes the consolidation of Frito-Lay's product advertising between DDB Needham Chicago and BBDO New York, and the appointment of Tracy-Locke as the national agency of record for promotions.
 Total advertising responsibility for the Doritos brand is now moved from Tracy-Locke to BBDO New York. Earlier this year, BBDO had received responsibility for creative work on Doritos. In addition, BBDO has been assigned Smartfood and additional new products. They continue to handle advertising for Lay's, Ruffles, Sun Chips and selected new products, all assigned to BBDO last year.
 The plan calls for responsibility for Frito-Lay's Tostitos and Rold Gold Pretzels to be moved to DDB Needham's Chicago office, where Frito- Lay's Fritos, Cheetos and selected new products are currently handled.
 In commenting on the DDB Needham assignments, Keith Reinhard, chairman and CEO of the agency said, "In the interest of better serving our Frito-Lay client, we recommended this alignment and they not only agreed but expanded their business with DDB Needham by naming Tracy- Locke their national promotions agency. This plan balances the creative responsibilities and revenues between Chicago and Dallas."
 According to Allen Rosenshine, chairman and CEO of BBDO Worldwide, "We are very enthusiastic about our new assignments and growing relationship with Frito-Lay."
 The new promotional assignment for Tracy-Locke will be managed out of the Dallas office and marks the first time Frito-Lay has organized all its promotional activities under one national agency.
 Promotional program by Tracy-Locke will be multi-media, big-event oriented and will focus on extending brand image while providing an incentive for more immediate purchases. The brands involved include Doritos, Fritos, Tostitos, Cheetos, Sun Chips, Rold Gold Pretzels, Lay's, Ruffles, Smartford and selected new products.
 Steve Liguori, Frito-Lay vice president of marketing, said that, "Although we've been satisfied with the work of our other promotional agencies, consolidating the business with one advertising agency parallels our marketing strategy. We are marshalling our resources behind bigger, more focused activities that create consumer excitement by building brand equity and volume simultaneously."
 "We have long and valued relationships with these Omnicom agencies," said Frito-Lay, vice president of advertising, Jim McConnell. "This new assignment fits our marketing strategy and promises even greater contributions from our partners in the future."
 DDB Needham and BBDO are both subsidiaries of Omnicom Group (NYSE: OMC). Both agencies operate globally and rank among the world's top ten, with 1991 billings for each in excess of $5 billion.
 -0- 6/3/92
 /CONTACT: Lou Tripodi of DDB Needham, 212-415-2109, Philippe Krakowsky of BBDO, 212-459-5383, or Peggy Marshall of Tracy-Locke, 214-855-2025/
 (OMC) CO: DDB Needham ST: New York IN: ADV SU:


SH-PS -- NY051 -- 6642 06/03/92 14:20 EDT
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Date:Jun 3, 1992
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