Bozell to revive ’Man from Del Monte’

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.

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

Del Monte.’



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 He has been replaced by Neil Burchell,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.



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