BMP Optimum snares pounds 7m Spillers account

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 14 November 1997 12:00AM

Spillers Petfoods, the Dalgety-owned company, has centralised its pounds 7 million media account into BMP Optimum, following a final three way shoot-out against TMD Carat and Leo Burnett.

Spillers Petfoods, the Dalgety-owned company, has centralised its

pounds 7 million media account into BMP Optimum, following a final three

way shoot-out against TMD Carat and Leo Burnett.



The Network, the incumbent on the Winalot portfolio, also pitched for

the centralised account but it was not included on the final list.



BMP Optimum, which already holds media planning and buying for the

catfood business, including the Felix and Arthur’s brands, beat stiff

competition, according to John Montgomery, the director of UK marketing

for Spillers Petfoods.



He said: ’It was extraordinarily difficult to decide between what were

four excellent sets of proposals. In the end, the work of Mark Palmer

and Steve Williams swayed the outcome.’



Palmer, the head of communications strategy at BMP Optimum, commented:

’The agency is very proud of the contribution media has made to

developing the Felix brand which has become the number one while

spending significantly less than its rivals. We are hoping to make a

similar contribution with the media thinking for other brands in the

Spillers portfolio.’



Spillers spent pounds 6.9 million on advertising in the 12 months to

September, according to AC Nielsen MEAL, but it is set to increase its

spend significantly to more than pounds 10 million next year as it steps

up an aggressive advertising campaign in the dogfood sector.



This year, spending on Spillers catfood advertising accounted for just

under two-thirds of total adspend. It has not been on TV since

March.



BMP Optimum, which will take on the centralised account in January, will

work in tandem with its sister agency, BMP DDB, which handles the

creative work on Spillers’ catfood brands.


Work for Spillers dogfood, which has been created by Bates Europe, could

be used next year, even though Spillers ended its relationship with

Bates in July following the agency’s failure to deliver a brief

acceptable to the client (Campaign, 11 July). A decision on the creative

agency for Winalot is expected early next year.



Spiller’s parent, Dalgety, has experienced a turbulent past few months,

announcing pre-tax losses of pounds 31.6 million in September followed

by the resignation of its chief executive, Ken Hanna. It also announced

its intention of selling off its cereals and seasonings groups as part

of a restructure.



This article was first published on campaignlive.co.uk

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