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Welch’s Waited for New CMO to Make AOR Decision

Porter Novelli announced on Monday that it had been selected as the new AOR for Welch’s. The search for an AOR began over the summer, with 10 firms in the running, Monday’s press release said.

When we spoke with Matthew Wohl, Welch’s CMO, he wouldn’t comment on the other firms that were competing for the business, but he did give an explanation for why it took so long – the company waited until he joined to make a decision. Wohl assumed the CMO position five weeks ago.

The company continues to work with Tonic, a UK agency that will handle work overseas. (Porter Novelli is the company’s domestic PR agency, said Wohl.) Tonic declined the RFP.

Welch’s messaging will “celebrate the concord grape,” Wohl said, and focus on the origins of the grapes used in their products; they’re sourced from family farms.

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