Del Monte is talking to agencies about its multi-million pound,
pan-European advertising account, currently with Young & Rubicam.
The review is being conducted by the European marketing director, Gerry
Roads. He is holding meetings with a number of agencies, with a view to
drawing up a shortlist. It is unclear if media - which is with Y&R’s
sister agency, Mediapolis - is also up for grabs, but Mediapolis has no
direct contract with the client.
Y&R updated the company’s image last March. It ditched the famous ’man
from Del Monte’ ads, replacing them with the line, ’You can tell it’s
Del Monte’, and using a reggae soundtrack. The company spent pounds 2.5
million in the UK on the work.
That campaign broke as the company restructured its marketing
department, creating the new role for Roads with a brief to control a
centralised advertising budget.