Campbell's Soup is taking some of the smaller items handled by lead agencies Y&R and BBDO and handing them to Taxi and GSD&M. Taxi will start with the Go line of Campbell's microwaveable soup packs and GSD&M will get Campbell Skillet Sauces and Slow Cooker Sauces, all of which had been supported by digital advertising and now are being considered for television ads. Other products will likely include some of those coming out of the "innovation pipeline" started by CEO Denise Morrison when she took over in 2011.

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