Back to Insights

dentsu X and McCormick & Co Take Their Partnership Global


January 11, 2023 By dentsu X

We are thrilled to announce that McCormick & Company, Incorporated, a global leader in flavor and one of the food industry’s largest producers of herbs, spices, seasoning mixes, condiments, and flavor products worldwide, has named dentsu X as their global media agency of record.

This is an incredibly exciting win for dentsu X, cementing an existing agency of record relationship and expanding it to include full funnel media strategy, planning, and buying services for their full suite of household brands, including French’s, Schwartz, Ducros, Frank’s RedHot, and more.

dentsu X has been working with McCormick for nearly ten years in select markets across the globe, including Australia and China, and most recently secured AOR status for McCormick in the United States and Canada in 2020. dentsu X now takes on responsibility for all markets globally, including those in Europe, Latin America and Southeast Asia.

In the last year, dentsu X has demonstrated their ability to bring McCormick’s brands to life in new and innovative ways. From dynamic ads for Frank’s RedHot tied to key sports moments to first-of-its-kind native, in-game brand placement for French’s, dentsu X has been at the forefront of creative media solutions.

Melanie Sifuentes, Vice President, Global Marketing Strategy and Media, McCormick said: 

“At McCormick, we know it’s about putting the right ingredients together to get the best result across every facet of our business. When it comes to delivering innovative thinking to fuel our media-driven marketing approach, dentsu X has proven tools and expertise to help us build deeper connections between consumers and our brands. We look forward to growing our relationship with the dentsu X team globally.”   

This win comes on the heels of an incredible 2022 for dentsu X, which was recently recognised as the fastest growing media agency globally for the fourth year by RECMA and won the 2022 Media Network of the Year by Cannes Lions’ sister awards: Eurobest.

We are excited to continue to work with McCormick to create more meaningful connections with consumers around the world and drive value.