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.

Topics

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

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
Job description: Digital marketing executive
Shares0
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).

Just published

More