BBH officially breaks up with Haagen-Dazs

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.

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

recent years.



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

across Europe.



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.



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