GLOBAL BRIEF: Joint venture nets Heinz deal - Burnetts tapped its global resources to win the Heinz account, Jade Garrett says

Leo Burnett’s win of the pounds 60 million global account for Heinz Tomato Ketchup is a testament to the massive co-operative effort by a team drawn together from different offices across the network.

Leo Burnett’s win of the pounds 60 million global account for Heinz

Tomato Ketchup is a testament to the massive co-operative effort by a

team drawn together from different offices across the network.



’The timescale was demanding,’ Nick Brien, the chief executive of

Burnetts in London who led the pitch from the start, says.



’We identified huge brand strengths consistent with a truly global icon

brand as well as real opportunities for improvement. We then turned our

focus to the development of a contemporary unified brand positioning in

which local cultures and consumer usage could be fully represented.’



It was no easy task but Burnetts’ tactics ultimately brought victory

over TBWA Worldwide, Euro RSCG, DDB Needham and Bates -its rivals in the

pitch.



In fact, Burnetts had to move very quickly, having just six weeks to

prepare after Heinz called a global review of eight core categories with

the aim of ’creating a unified and global brand positioning’, as well as

increasing sales.



The initial briefing took place in New York and was led by Eric Salamon,

the general manager for corporate marketing at Heinz. Burnetts pulled

together its key players from Europe, the US, Canada, Latin America and

Asia to constitute the global pitch team. One week later, they met in

London to discuss the best strategy.



Three weeks after the original briefing, everyone went to Pittsburgh for

the first round of the pitch, with all of Heinz’s key regional and

corporate executives present. This was followed by a meeting in London

on 1 October.



Despite the speed of the contest, Burnetts’ work - described by Brien as

’fresh and breakthrough’ - will not be unveiled until next May at the

earliest.



’It will be in keeping with the stature of all Heinz’s advertising,’

Brien promises. ’Heinz recognised that our experience of managing other

global icon brands such as McDonald’s, Marlboro and Coke would be an

important strength of our network.’



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