Hasbro talks to agencies about pounds 20m account

The toy giant, Hasbro, is preparing to review its pounds 20 million creative and media buying accounts and has already kicked off discussions with a number of agencies.

The toy giant, Hasbro, is preparing to review its pounds 20 million

creative and media buying accounts and has already kicked off

discussions with a number of agencies.



The account has been handled on a full service basis by the

Omnicom-owned Griffin Bacal, and Hasbro represents more than 70 per cent

of the agency’s total billings. The contract with the agency runs until

next April.



On the media side, Griffin Bacal has a joint venture with its sister

Omnicom media company, BMP OMD, enabling Hasbro to tap into its larger

media resource and TV negotiation muscle.



However, Hasbro has visited a number of media companies on an informal

basis in recent weeks and a formal review is expected.



Hasbro uses BMP for its media planning and buying in other markets and a

wholescale move of its media into BMP OMD in the UK is not being ruled

out.



Increasingly, Hasbro’s advertising is originated in the US and adapted

for the UK market by Griffin Bacal. But the agency has produced original

work for the company’s Action Man brand.



Hasbro is the second-biggest advertiser in the toy category behind

Mattel, with a product portfolio that spans board games such as

Monopoly, Cluedo and Trivial Pursuit as well as action figures such as

Batman and Action Man.



Mark Trinder, Hasbro’s media manager, denied that the talks posed any

threat to Griffin Bacal’s tenure on the business. ’The long-standing

relationship between Hasbro and Griffin Bacal across both media and

creative services is not under review,’ Trinder said in an official

statement.



Jonathan Hoare, the managing director of Griffin Bacall, said: ’We’ve

worked happily and harmoniously with Hasbro for the past ten years and

are looking forward to the next ten.’



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