Heinz kicks off global review

- Heinz has kicked off an estimated £90 million ($150 million) global review for its flagship Tomato Ketchup brand.

- Heinz has kicked off an estimated £90 million ($150 million) global review for its flagship Tomato Ketchup brand.

It is understood that five agencies are in the running for the prestigious account, comprising the US creative incumbent of two years, DDB Needham, Chicago, the pan-European incumbent, Euro RSCG Wnek Gosper, as well as Leo Burnett USA, Bates Worldwide and TBWA Chiat/Day.

Surprise has been voiced at the inclusion of Leo Burnett, which resigned the account back in 1994, and the exclusion of J.Walter Thompson, Chicago, the agency which handles Heinz's main petfood account in the US.

The review is understood to be the initiative of the recently installed chief executive Will Johnson, who took over from Tony O'Reilly at the end of last year. It is understood that he is keen to establish a major marketing initiative that will help the brand achieve similar universality to Nike and Coca-Cola.

It is thought that pitches have already taken place and a decision could be forthcoming as early as the close of this week.


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