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

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

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
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More