McCormick appoints Dentsu X as global media agency

Dentsu X has won the global account of McCormick & Company, consolidating a nearly decade-long relationship with the spice and seasoning manufacturer.

The media agency was awarded the FMCG account—which includes full-funnel media strategy, planning and buying—following a competitive review.

Dentsu X has handled McCormick’s media business in Australia and China for several years. It added the U.S. and Canada to its portfolio in 2020.

The agency was responsible for developing an in-app interactive campaign for French’s mustard in 2021 and a campaign that tied Frank’s RedHot to key sports moments in Australia.

Dentsu X now takes on global responsibility for McCormick’s portfolio of brands, which includes French’s, Schwartz, Ducros and Frank’s RedHot.

Melanie Sifuentes, McCormick’s VP of global marketing strategy and media, said in a statement Dentsu X has “proven tools and expertise to help us build deeper connections between consumers and our brands.”

Dentsu X recently won Scenic Group’s global digital media strategy account.

It won six new clients in 2021 but suffered from high attrition, according to its 2022 Agency Report Card.