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AMV BBDO lands 9m [pounds sterling] centralised Campbell.(Abbot Mead Vickers/BBDO; Campbell Soup Co.)(Brief Article)
Abbott Mead Vickers BBDO has picked up 9 million [pounds sterling] worth of Campbell's soup and sauces business, after the US food giant's decision to centralise its global business into BBDO ended its three-year relationship with Rainey Kelly Campbell Roalfe/Y&R in the UK.
Campbell cited the need for a "fresh creative approach" as the reason for splitting with Rainey Kelly and aligning with the BBDO network which already handles Campbell in the US, Canada, Mexico and Australia. Media buying remains with Zenith.
The win also makes AMV favourite to acquire the accounts for both the Oxo and Batchelors brands which Campbells purchased from Unilever last year.
AMV did not pitch formally for the business, but was awarded it after being invited by Campbell to present its views about the direction in which the brands were moving.
Products include Campbell's soup and the Homepride brands, Soup In A Bottle and Pasta Bakes.
The agency switch comes as pressure grows on companies operating in the 370 million [pounds sterling] UK soup market to innovate and ...
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