Food giant CPC to review pounds 16.5m media account

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 28 February 1997 12:00AM

The food conglomerate, CPC, which owns brands such as Hellmann’s mayonnaise, Marmite and Ambrosia Cream Rice, is reviewing its pounds 16.5 million media account.

The food conglomerate, CPC, which owns brands such as Hellmann’s

mayonnaise, Marmite and Ambrosia Cream Rice, is reviewing its pounds

16.5 million media account.



BMP DDB and Zenith Media are both awaiting briefs for a

winner-takes-all-pitch in the next few weeks, as CPC moves to centralise

both its planning and buying into a single agency for the first time.

Traditionally, the client has kept planning closely tied to the creative

process.



BMP handles all centralised buying for CPC along with planning for a

number of brands including Marmite, Golden Wonder Pot Snacks and Knorr

Stock Cubes. BMP also looks after the creative on these products.



Planning on Hellmann’s mayonnaise, Ambrosia and Napolina is handled by

20/20 Media, the media arm of Delaney Fletcher Bozell, which is also the

creative incumbent.



Although 20/20 was initially considered in the review, it has not been

asked to pitch because of its association with the Negotiation Centre,

which handles Heinz. 20/20 is a joint venture with the CIA Group, which

also owns the Negotiation Centre, through which 20/20 channels its TV

buying negotiations. The agency now relinquishes all CPC planning

responsibilities. J. Walter Thompson, which handles creative and media

planning and buying on Entenmann’s Cakes, has not been invited to

pitch.



The media centralisation coincides with moves by CPC International to

reduce its roster of creative agencies around the world. In January it

aligned its global soup and sauces brand, Knorr, within four

international networks: DDB Needham, Young and Rubicam, Grey and

BBDO.



Representatives at CPC, BMP and Zenith were all unavailable for comment

as Campaign went to press.


This article was first published on campaignlive.co.uk

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