BBH faces battle for Haagen-Dazs

Pillsbury UK is reviewing Haagen-Dazs’s pounds 10-12 million pan-European full-service advertising account following a dispute with Bartle Bogle Hegarty over the future direction of the luxury ice-cream brand.

Pillsbury UK is reviewing Haagen-Dazs’s pounds 10-12 million

pan-European full-service advertising account following a dispute with

Bartle Bogle Hegarty over the future direction of the luxury ice-cream

brand.



The disagreement erupted following Pillsbury’s decision to put out its

latest brief to rival agencies.



BBH has yet to decide whether it will repitch for the business. John

Bartle, the agency’s joint chief executive, said: ’BBH is currently

considering its position.’



Media planning and buying, which is handled by Motive, BBH’s media arm,

is part of the review.



Martin Jamieson, Pillsbury UK’s managing director, said: ’We would be

delighted if Bartle and his colleagues come off the fence and decide to

participate in this open review. Their position is not good at the

moment, but it is not one that is not recoverable. BBH would be a very

strong contender. We are very much attached to them.’



Jamieson said he would be meeting Bartle this week in a bid to resolve

the impasse. A shortlist is expected to be announced next week.



The advertising rethink follows a major shake-up at Pillsbury, a Grand

Metropolitan company, with the introduction of a new European brand

management structure across its four brands: Haagen-Dazs, Old El Paso,

Green Giant and Pillsbury. As part of the changes, Jamieson, a top

GrandMet marketer, was appointed as the managing director of Pillsbury

UK.



Haagen-Dazs is now expected to be promoted with a single campaign across

Europe. Jamieson explained: ’We are looking for a consolidated and

improved positioning for the brand across Europe. Haagen-Dazs crosses

borders better than any food brand I know.’



If BBH declines to repitch for the business, it would terminate a

successful partnership. BBH raised Haagen-Dazs’s profile six years ago

with its ground-breaking, raunchy advertising which positioned ice-cream

as a sensual, adult food.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

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).