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McCormick & Company, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

McCormick & Company, Inc. is a manufacturer and marketer of spices, seasonings and flavors. The company, headquartered in Sparks, MD, distributes its products to retail stores, food service providers and food processing businesses.

Main Telephone (410) 527-6000
Main Fax (410) 527-6005
Primary Address
211 Schilling Circle
Hunt Valley, MD 21031

McCormick & Company, Inc. Contacts

Contacts (5/34)
Name Title State
Brendan F. President, North America MD
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (410) 527-6000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 211 Schilling Circle
Hunt Valley, MD

Lawrence K. President & Chief Operating Officer MD
Cile P. Senior Vice President, Human Relations MD
Lori R. Vice President, Corporate Communications - Corporate Branding MD
Rick M. Vice President, Global Customers MD

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Grill Mates *******
Bag 'n Season *******
McCormick & Company, Inc. ********
Lawry's *****
McCormick Extracts & Food Colors *******

Agency Relationships

Brand Agency Service From To
*** '* ****** **** **** ********* & ************** Experiential unknown present
*** '* ****** ********* ****** Media Buying, Media Planning 2015 present
***** ***** **** **** ********* & ************** Shopper Marketing 2016 present
***** ***** ********* ****** Media Buying, Media Planning 2015 present
***** ***** *** ******** ***** Creative unknown present

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Digital Opps: McCormick adding $20M in marketing support to drive awareness, trial

Subject: TV, online, digital, mobile, video Hispanic, Spanish language, magazines, sponsorship

Company: Winmo), Sparks, Md.-headquartered manufacturer and marketer of spices, seasonings and flavors.

Opportunity: In the Q3 earnings call, incoming CEO Lawrence Kurzius pointed out that McCormick has doubled its brand marketing expenses since 2007 (which DV has told you about along the way, more here). In fact, the company raised brand marketing in its consumer segment by 11% in Q4 to “build momentum heading into 2016.” 

For the consumer segment, McCormick is planning a further increase in brand marketing, approximately $20 million, which will support its purity message in the US and global digital programs (as well as EMEA business). Upcoming marketing will be used to build awareness and trial of new products and existing products.

Keep in mind that in 2015, McCormick continued its digital shift and digital marketing now accounts for approximately 40% of the company’s marketing spend. To that end, Kurzius noted that McCormick has “established a leadership position in digital and e-commerce” and was named Supplier of the Year for grocery by Amazon. 

In September, McCormick moved media buying and planning to R/GA still has search, social and video. 

Additional Information

CEO & Executive Shifts: McCormick’s current CEO Alan Wilson will assume the position of executive chairman on Feb. 1. Therefore, current COO Lawrence Kurzius will become president and CEO (more here). Additionally, Brendan Foley has assumed responsibility for the strategic leadership of the company’s consumer business as president of North America. 

New Product Launch: Early in 2016, McCormick began the national US rollout of its new herb grinders.  Other product introductions in H1 will include new Grill Mates items,  including seasoning blends, marinade recipe mixes and a new line of liquid 30-minute marinade. The company is also  launching four new gourmet healthy blends such as citrus, chili, chia.  

And in addition to new Zatarain’s seasoned rice mix varieties, portable rice cups will launch. There are a total of 56 new products slated to launch globally that tie in with the Flavor Forecast trends the company previously identified.

New products launched in the last three years accounted for 8% of sales in 2015, so look for McCormick to put more dollars behind newer products to increase this percentage.

mccormick-est-tv-spend-01-01-2015--01-28-2016 (1)


In 2015, McCormick relaunched its Gourmet line, which Kurzius stated “has been a real success.” He also pointed out in the call that the spices and seasoning category is finally transitioning from being in turnaround mode to an everyday approach in building value for customers. 


Media Spend: According to Kantar Media, McCormick spent $54.6 million on measured media in 2014. Most of this was allocated to broadcast ads ($27.1 million), while the remainder went to digital display and print ads. 

Digital Marketing Plans: In Q4, McCormick launched its digital campaign, “Pure Tastes Better.” This is in line with Wilson’s previous statement that the company would increase its shift into digital marketing. According to the company, McCormick attracted a record 32 million visitors across all of its websites in 2015.

TV Breakdown: ISpot reports that McCormick spent $20.4 million on national TV ads in 2015 – up $16.8 million in 2014. See charts for 2015 channel/show targeting. 

Digital Spend Breakdown: Per Moat, McCormick ran 236 display ads on 907 publishers in 2015 (20% mobile). Top ad destinations included,, and (69% placed site direct versus programmatic). The company also ran 44 high impact ads and 10 video ads last year. 

18 Loveton Circle
Sparks, MD 21152
(410) 771-7301

Jennifer LaFrance
Director, Global Digital Strategy (promoted in Sept. 2015)
(410) 527-8093

Jeff Knabe
Marketing Manager
Direct Dial:(410) 527-8430

Stacy Strong
Associate Producer – R/GA
(212) 946-4000

Mike Malley
Integrated – Investment Manager – UM
(646) 376-1907