News

Panera and agency part ways in he said/she said saga

June 12, 2014

After two years, Panera Bread and AOR Cramer-Krasselt have parted ways. But why, exactly, isn’t exactly clear after Advertising Age obtained a memo from Cramer-Krasselt citing challenges in working with the fast casual chain.

The memo states, in part:

There comes a time when no matter what the acclaim for the work, no matter what that visibility, no matter how good of a relationship we have with the marketing department, no matter what the test scores and results that contributed to reversing falling comps before the campaign and that outpaced previous work and became great case histories — despite all that: the constant last-minute shifts in direction, the behind-the-scenes politics, the enormous level of subjectivity that disregards proof of performance — all churn people at a rate that becomes much too much even in this crazy business. The previous agency found that out as well. There is a pattern. And in the end, no amount of money makes it worthwhile. Fortunately, we have always been in a position to act in situations like these if we really, really have to.

The memo also called Panera a “wonderful brand” and wished it well, promising to help with any transition.

“ …  many of us will continue to eat there. Because it's that good. But enough is enough,” it read.

Cramer-Krasselt was named Panera’s lead agency in May 2012. Advertising Age said its predecessor, Interpublic’s Mullen, split with the brand over “creative differences.”

After the agency’s memo was leaked, Panera’s CMO Michael Simon told Advertising Age that “Cramer-Krasselt did not fire us.” He said Panera was pushing the agency to “bring it to the next level;” and that the ads were good, but not “breakthrough enough.”

Simon said Panera planned to open up its creative for review and Cramer-Krasselt opted not to participate.