Agency: Fallon London
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.
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
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
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