Heinz reviews pounds 20m UK media task

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.

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

month.



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

in 1993.



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.