DDB takes pounds 30m Frito Lay ad brief

Frito Lay Europe, the parent company of Walkers crisps, has rewarded BMP DDB for its work on the brand by appointing the DDB network to its pounds 30 million pan-European crisp account.

Frito Lay Europe, the parent company of Walkers crisps, has

rewarded BMP DDB for its work on the brand by appointing the DDB network

to its pounds 30 million pan-European crisp account.



The business was previously split between Young and Rubicam, the BBDO

network and DDB, with work produced by one of the three networks on an

ad-hoc basis.



BMP DDB in London will now take over the responsibility for strategic

direction and account co-ordination for Frito Lay crisps across the DDB

European network. Outside the UK, some of the creative work will come

from London and be adapted locally, although regional offices will also

produce their own work.



Martin Glenn, the vice-president, commercial, of Frito Lay Europe, said:

’DDB’s brief is to develop a powerful campaign idea which builds a

consistent and powerful brand identity within each country and across

Europe.’



BMP won Walkers Crisps in the UK from Y&R nearly three years ago. Since

then, the agency has increased its grip on the business by winning the

client’s remaining brands, including Quavers and Doritos, taking both

without a pitch. At last week’s D&AD Awards, BMP DDB was the first UK

agency to take a gold in 11 years, when it won the honour for its

Doritos TV idents.



The Walkers Crisps ’no more Mr Nice Guy’ campaign, starring the former

England footballer, Gary Lineker, has helped the brand to increase its

market share by 20 per cent over the past two years.