Benecol forced to find fresh creative agency

Benecol, the Johnson & Johnson brand, is reviewing its UK advertising account.

Benecol: competes with Flora
Benecol: competes with Flora

The business is handled by Adam & Eve/DDB, which also works on Benecol’s rival Flora. This conflict prompted the review.

It is understood that J&J has approached agencies directly to invite them to pitch foran account worth £4 million in billings.

Adam & Eve won the business in 2010 after a pitch against Bartle Bogle Hegarty and 18 Feet & Rising. It moved from MCBD, which withdrew from the process, having handled the account for more than ten years.

However, after Adam & Eve was acquired by Omnicom and merged into DDB London in 2012, it faced a clashas the latter already handled the Unilever-owned Flora.

Unilever called a review of Flora in October 2012 and Adam & Eve/DDB retained the £11 million business after pitching against Mother and TBWA\London.

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