By HARRIET GREEN, campaignlive.co.uk, Friday, 31 May 1996 12:00AM
Bartle Bogle Hegarty and its media arm, Motive, have snatched Golden
Wonder’s full-service ad account from Ogilvy and Mather, the incumbent
on the business for the past five years.
The shock move comes seven months after Golden Wonder’s parent, Dalgety,
sold the company to a management buyout team led by the chief executive,
Clive Sharpe (Campaign, 3 November 1995).
Golden Wonder’s major brands include Golden Wonder Crisps, Wotsits, Nik-
Naks and Wheat Crunchies. Although it has only spent pounds 3 million on
advertising (Register-MEAL) in the last year, Golden Wonder’s marketing
director, Paul Boothman, insisted that the new company would be putting
pounds 7 million behind these four brands in the coming year.
As a result of the Golden Wonder win, BBH has resigned the conflicting
pounds 1.6 million Derwent Valley Foods’ Phileas Fogg business.
Both O&M and Golden Wonder were keen to stress that the split was
amicable. O&M’s managing director, Tom Bury, said: ‘We’ve had a terrific
track record with Golden Wonder. Following the management buyout, we
have found it increasingly difficult to reconcile our differing
perspective on the future positioning of the company and its brands.’
He added: ‘It’s very sad, particularly as Golden Wonder Crisps was the
sole fmcg brand to win a silver Pencil at D&AD. Nevertheless, we wish it
well. I like to think we could work with it again.’
Boothman commented: ‘Following the management buyout, we have created a
new independent company that must stand on its own two feet.
Increasingly, we have found that O&M was not the best partner to go
forward with. BBH is an independent - as we are - and it has got a set
of values and a culture bang in line with our own. We would have found
it difficult to have worked with an organisation as large as O&M.’
John Bartle, the BBH joint chief executive, said: ‘It’s very exciting to
be working with a new company that really believes in putting
advertising behind its brands.’
The Golden Wonder range of Pot Snacks, which Dalgety sold separately to
CPC Foods last year, is not affected by the appointment.
This article was first published on campaignlive.co.uk