CHI parts with Anchor after 11 years

Anchor, which is owned by Arla Foods in the UK, is reviewing its creative account after 11 years with CHI & Partners.

Anchor: 'the glorious nothing days' by CHI & Partners
Anchor: 'the glorious nothing days' by CHI & Partners

The brand has not yet begun contacting agencies with the brief, but CHI & Partners has said that it will not re-pitch for the £4 million account.

Stuart Ibberson, the senior marketing director at Arla, said: "CHI have delivered some great work for us over the last 11 years, but we feel the time is right to refresh our communications on the Anchor brand."

Sarah Golding, a partner and chief executive at CHI & Partners, added: "We have loved working with Arla and have produced work we are very proud of including the multi-award winning campaigns ‘the life of our kitchen’ and ‘made by cows’.

"We wish Anchor all the best in this next phase of their brand development."

CHI & Partners won Anchor’s advertising account in 2003 (when it was called Clemmow Hornby Inge) after pitching against BMP, DDB and M&C Saatchi.

WCRS was the incumbent in 2003 and had held the business for four years. Before that, Saatchi & Saatchi had the account for 14 years.

Anchor's media agency is Carat, which is not affected by the review.

The brand spent £3.7 million in the 12 months to September 2012, according to Nielsen.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

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).