Holsten Pils kicks off pounds 6m ad review

Holsten Pils is reviewing its pounds 6 million account out of TBWA GGT Simons Palmer after more than 20 years with the agency.

Holsten Pils is reviewing its pounds 6 million account out of TBWA

GGT Simons Palmer after more than 20 years with the agency.



TBWA has confirmed it will repitch for the account, but refused to

comment further. The review is being handled by the AAR, which is

helping the German brewer to draw up a shortlist of agencies, and does

not include the bottled lager Pure 6 or Holsten Export. A decision is

expected by May.



Phil Plowman, Holsten’s UK marketing director, said: ’It is not unusual

for a company to review advertising performance. Holsten has an

award-winning heritage and this has been aided by a policy of constant

evaluation.’



He added: ’TBWA is aware of this approach and has successfully retained

the Holsten business for many years. It may well continue to do so, but

in a year when our newly independent status allows us to look at many

other options we must ensure that we have the right strategic partner to

deliver the required advertising support.’



Holsten took sole responsibility for its UK brands last year, ending its

relationship with Scottish Courage which had handled the marketing and

distribution of the Holsten brands in the UK. At the time, Holsten said

it would increase its marketing spend, upping the spend on Holsten

Export to around pounds 3 million.



TBWA became the first agency to sign up the entire rights to a show in

1998 when it created a series of TV spots featuring characters and

sketches from the BBC comedy series The Fast Show.



Holsten Pils has a strong heritage of humorous campaigns using comedy

stars of the moment. A three-year stretch from 1995 used the actor Jeff

Goldblum, followed by the American comic Denis Leary.



One of the most memorable campaigns in the 80s featured the comedian

Griff Rhys-Jones appearing in black-and-white movie classics.



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