NEWS: Y&R snatches pounds 7m Quaker Oats from BST-BDDP

By EMMA HALL, campaignlive.co.uk, Friday, 26 January 1996 12:00AM

Young and Rubicam has clinched Quaker Oats’ entire pounds 7 million business, depriving BST-BDDP of its share of the account, which includes Harvest Crunch, Feast of Flakes, and the Quaker Oats brand.

Young and Rubicam has clinched Quaker Oats’ entire pounds 7 million

business, depriving BST-BDDP of its share of the account, which includes

Harvest Crunch, Feast of Flakes, and the Quaker Oats brand.



Quaker sold off its petfoods business last year to become a standalone

cereals company, freeing up funds to more than double its advertising

budget this year.



Jeff Cowell, the commercial director of Quaker Oats, said: ‘New

campaigns by Y&R and BST have appeared this month and I effectively

treated the work as a pitch for the business. Although BST has done

tremendous work, Y&R had the creative edge.’



Last October, the Media Centre won the media account for Quaker Oats

from Y&R Media, and it was decided soon after that the creative

advertising should also be consolidated into one agency.



Y&R already handles the company’s flagship Sugar Puffs account, worth

pounds 1 million last year. Toby Hoare, the agency’s managing director,

said: ‘This is great news and another vote of confidence from an

important client. It is a tribute to the team that has worked on the

account.’



Cowell joined Quaker Oats in November from Yoplait Dairy Crest, and

immediately questioned the need to employ two agencies.



He said: ‘BST was chosen for its European strength, but thinking has

changed and it was decided to optimise local arrangements in each

country. We will now have a stronger relationship and a better deal in

the UK.’



Cowell admitted that Quaker had under-invested in advertising recently

because of the pressure to maintain profitability in the run up to the

petfood brands sale.



This article was first published on campaignlive.co.uk

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