Agencies line up as Weetabix plans for £12m media review

Weetabix, the cereal manufacturer, is planning a review of its £12 million media planning and buying account.

The privately owned company centralised its media into PHD almost three years ago, but will conduct the review as part of its practice of regularly looking at suppliers.

Other agencies will be contacted in the run-up to a formal pitch in November.

The task covers the Weetabix brand as well as Alpen, Alpen Bars, Mini Crunch, Ready Brek and Weetos. Weetabix spends £5 million on the main brand and more than £4 million on Alpen and Alpen Bars. Alpen Bars were its biggest recent launch, backed by a £2 million media spend.

PHD was appointed in December 2000 to handle the centralised Weetabix media account. It was previously split between PHD and Western International Media, prior to Western's merger with Initiative Media.

Banks Hoggins O'Shea/FCB handles creative for Weetabix. Its hold on the account is unaffected by the media review.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).