Bernstock moves up

Bob Bernstock, president and chief executive officer of Campbell Soup in Canada has been given new international responsibilities by Campbell Soup Company of the u.s.Bernstock, who came to Canada from Campbell in the u.s. in 1992, has been named president of...

Bob Bernstock, president and chief executive officer of Campbell Soup in Canada has been given new international responsibilities by Campbell Soup Company of the u.s.

Bernstock, who came to Canada from Campbell in the u.s. in 1992, has been named president of the company’s International Soup division with responsibility for Canada, Mexico, Australia, Hong Kong and China.

It is understood he retains his Canadian title, although he will be returning to the u.s. to work out of Campbell’s head office in Camden, New Jersey.

Bernstock’s appointment was one of several changes announced recently by Campbell’s head office.

One of the changes could affect Campbell’s Canadian agencies: the realignment of ad assignments between its key global agencies, BBDO Worldwide and Backer Spielvogel Bates, based on a review started in March.

The red and white condensed soups account will move from bsb to bbdo, while Chunky and the Swanson broth accounts switch to bsb.

bbdo retains the Home Cookin’ business and bsb holds onto responsibility for all dry soups plus advertising for Campbell’s soups as a cooking ingredient.

Last November, Canadian responsibility for red and white moved from Ogilvy & Mather to bsb as part of what Campbell called an ‘on-going global realignment.’ McKim Baker Lovick/ bbdo handles Chunky, Swanson and Habitant in Canada.

At press time, Campbell had not returned phone inquiries about whether the most recent global brand realignments would be reflected here.

The company also did not respond to inquiries as to who would head the Canadian operation day to day after Bernstock’s departure.