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Campbell Soup Co. has selected Publicis Groupe to handle creative and media work for many of its most well-known brands after a competitive review. The holding company will field Campbell's U.S. retail work, Canadian and Asia-Pacific creative, along with its digital, technology and consumer promotion business. Publicis will also handle media planning and buying for Campbell globally.

The appointment marks the end of the relationship between BBDO and Campbell, which dates back to 1954, making it one of the longest client-agency relationships in the ad business. BBDO declined to comment.

Campbell said the shift reflects "Campbell's ongoing efforts to modernize its marketing model and integrate communications across disciplines," according to a statement.

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