Bartle Bogle Hegarty has formally split from Haagen-Dazs, its
long-standing client, as details of the new requirements for the
client’s pan-European account emerged.
BBH and its media dependant, Motive Communications, will not be joining
the full-service review (Campaign, last week), in which Haagen-Dazs is
understood to be looking for a pan-European agency with strengths in
France and Spain.
BBH’s decision not to repitch brings to an end a six-year relationship
with the Pillsbury Europe-owned premium ice-cream brand. It was widely
regarded as one of the most successful agency/client relationships of
Julian Martin, a group director at BBH, said: ’BBH is very proud of the
world-famous advertising we have developed for Haagen-Dazs. It is now
used by Pillsbury in Asia as well as in Europe.’
Haagen-Dazs was launched in Europe in 1989. BBH won the UK launch
advertising in 1990 and gained the pan-European account following
pitches in 1992 and 1994.
With a budget of pounds 4.5 million over six years, BBH won a string of
awards for its work, based on the theme of sensual intimacy. The
agency’s output included three press campaigns between 1991 and 1993
and the brand’s first TV commercial, ’heat’, in 1995.
Last year BBH produced tactical ads supporting new product launches,
but the introduction of a new European brand structure at Pillsbury, a
Grand Metropolitan company, led to a rethink of advertising. As part of
the review, Martin Jamieson, who was appointed Pillsbury managing
director last September, took responsibility for marketing Haagen-Dazs
The new approach is thought to centre around a drive towards a single,
pan-European campaign that will justify Haagen-Dazs’s ’super-premium’
pricing more aggressively.