AMS Media on alert as Red Bull reviews pounds 16m pan-Euro account

The energy drink company Red Bull is talking to media agencies about its pan-European planning and buying business, understood to be worth about pounds 16 million.

The energy drink company Red Bull is talking to media agencies about its pan-European planning and buying business, understood to be worth about pounds 16 million.

Red Bull spends pounds 7 million in the UK through AMS Media, which has held the business since 1995, despite frequent changes in the company's creative arrangements. In the past five years, Red Bull's advertising account has been held by Knight Leach Delaney, The Large Smith & Walford Partnership and the present incumbent, Kafter & Partners, based in Frankfurt.

Red Bull controls 70 per cent of the UK's energy drinks market and sells one billion units a year across 30 different countries. The Zenith International UK Energy and Sports Drinks report this year ranked Red Bull as the country's third-largest soft drink behind Coca-Cola and Pepsi. However, its leadership of the energy drinks sector can be expected to come under increased pressure following the launch of rival energy drink Red Devil and the arrival of Coke's Burn and SmithKline Beecham's Solstis last year.

The ASA this year rejected claims made in a 1997 Red Bull campaign that the drink had the power to improve concentration, reaction time and endurance.

That line has since been replaced by Kafter & Partners' animated spots built around the 'Red Bull gives you wings' theme.

AMS Media denied that a review of the UK business is taking place.

Red Bull's managing director, Harry Drnec, insisted: 'We are real happy with AMS Media here in London for our British Isles needs. They're the best and we work very closely together.'



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