News of the review comes a week before MBS Media's relaunch as Brand Connection, which follows Interpublic's acquisition of its True North parent company last year. MBS Media lost its status as the UK's largest independent planning and buying specialist when it was bought by True North in November 2000.
Bendicks, which manufactures the Bendicks Mint Collection, also handles the sales and marketing for Reisen, Werther's Original and Storck's boiled sweet Campino in the UK. The UK planning and buying has traditionally been kept separate from Storck's European media, the bulk of which is handled by Carat. Carat would be unlikely to take on the Bendicks UK business, given that it is the incumbent media agency on Cadbury's UK account.
Anne Hollamby, Bendicks' head of marketing in the UK, was unavailable for comment as Campaign went to press and it is not clear which agencies have been invited to pitch for the business. MBS Media denied knowledge of a review.
Last month, Bendicks announced the launch of a new range, Bendick Mingles, to compete with Mars' Celebrations and Cadbury's Heroes. The launch represents the Bendicks brand's first foray into the mass market and has a target of £12m in sales for its first year. Mingles represents the first launch of a mint chocolate in the miniature format.
Creative for the Bendicks of Mayfair account is handled by Unity. Leagas Delaney resigned the business over creative differences in 2000.
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