By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 31 July 1998 12:00AM
The Campbell Soup Company has appointed Zenith Media to take up the
reins of its newly centralised pounds 19 million pan-European media
business, just as the US grocery giant gears up for an aggressive
advertising push in Europe to boost its market share.
Zenith Media scooped the business following a winner-takes-all pitch
against Young & Rubicam/Media-polis and Carat.
Its victory means Zenith will hang on to Campbell’s pounds 9 million
account in the UK and will add the media planning and buying for
Germany, Belgium (both previously held by Young & Rubicam/Media-polis)
and France (Carat).
Commenting on the decision to rationalise Campbell’s roster of agencies
for Europe, Martin Thrasher, Campbell’s senior vice-president and
president international of grocery, Europe/Canada, said: ’With our rapid
growth in Europe over the past two years,we are now in a position to
gain greater efficiency and effectiveness by consolidating the media
planning and buying of our advertising. I am confident Zenith will
provide the strategic focus and creative energy to help us continue to
build our European business.’
Steve King, chief executive of Zenith in the Middle-East, South Africa
and Europe, said: ’Campbell is one of the best known brands in the
Having worked hard to extend our relationship beyond the UK we are
delighted to have been chosen to work with the US on a pan-European
In the UK, Campbell markets Campbell’s soups and the Homepride sauces
brands, with the majority of its expenditure spent on television
In Belgium, it produces Devos Lemons sauces and Campbell’s soup. Its
main brand in Germany is Erasco, a range of soups and stews.
This article was first published on campaignlive.co.uk