Del Monte has appointed Delaney Fletcher Bozell to its pan-European
creative account and has handed Initiative Media its pounds 3 million UK
media buying task.
Delaney Fletcher is understood to have pitched against TBWA GGT Simons
Palmer and Ammirati Puris Lintas for the creative task. The incumbent,
Young & Rubicam, did not repitch.
The first new work is scheduled to break this summer and the ’man from
Del Monte’ theme will be retained. Tom Knox, managing director of
Delaney Fletcher, said: ’We will be using and invigorating the man from
Stephen Thorpe, Del Monte’s European commercial director, said the brand
had benefited from the ’man from Del Monte’ in the past. He added:
’Bozell has presented us with an excellent proposal to take our brand
advertising forward to the next level.’
The media account turned into a head-to-head pitch between Initiative
and CIA Medianetwork, after the incumbent, Mediapolis, was knocked off
the pitch-list in February. No decision has yet been taken on who will
handle the media buying in the rest of Europe, although the company is
considering centralising the account.
The reviews began at the beginning of the year, but the pitch process is
understood to have been delayed by the departure of the European
marketing director, Gerry Roads. He has been replaced by Neil Burchell,
who joined from Lyric Beverages, Del Monte’s Russian operation.