AMV sacrifices £1m Nutricia baby foods work after 21 years

By JOHN TYLEE, campaignlive.co.uk, Friday, 14 December 2001 12:00PM

The £1 million Nutricia baby foods account is being put up

for pitch following Abbott Mead Vickers BBDO's decision to end its

21-year relationship with the company.



The parting is owing to the declining above-the-line support for

Nutricia's Cow & Gate and Milupa brands as the company puts more

emphasis on direct marketing activity and the targeting of healthcare

professionals.



However, the business could remain within the Omnicom-owned BBDO. AMV

Advance, the AMV group integrated specialist, is being considered for

the business and Omnicom healthcare specialist shops may be invited to

contest it.



A joint statement by AMV and the Dutch company said: "Nutricia is

seeking to optimise synergy between its medical and consumer activities

and both companies feel that communications solutions should be examined

from other agencies."



This article was first published on campaignlive.co.uk

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