The global food giant, Heinz, has begun a review of its pounds 20
million UK media business and is understood to have already lined up
agencies to pitch for the centralised account.
Heinz uses CIA Medianetwork to handle all of its media planning and
buying apart from the John West brand, which operates as a separate
entity and uses Starcom for its media. It is the combined account that
is under scrutiny and for which agencies are preparing to pitch next
Three agencies will be invited to compete for the account, which spans
such household names as Heinz Tomato Ketchup, Heinz Baked Beans and the
Weight Watchers range of foods. The two incumbents are likely to be
asked to repitch.
The main business moved into CIA at the end of last year when the IDK
Media operation was subsumed into the agency.
IDK, a CIA joint venture with Tony Kenyon and John Duggan, had held the
business since Heinz centralised its media across all of its brands back
The review will be a further blow to CIA, which was this week revealed
to have fallen to tenth place in the MMS media agency billings table
(see story page 4) after losses last year that included BT and
Lloyds-TSB. CIA was in third place this time last year.
The media review follows a global creative rethink by Heinz, in which
Leo Burnett, Starcom’s parent company, emerged as the clear winner.
Burnett won two pitches last year - for the global ketchup and global
convenience foods accounts - ousting Bates as the lead UK agency of
record in the process.
Burnett has now become the global guardian of the Heinz brand.