M&C Saatchi’s grip on Whiskas under pressure from AMV

M&C Saatchi’s hold on the prized pounds 10 million Whiskas account was in question this week as speculation mounted that Pedigree Petfoods was preparing to hand the business to Abbott Mead Vickers BBDO.

M&C Saatchi’s hold on the prized pounds 10 million Whiskas account

was in question this week as speculation mounted that Pedigree Petfoods

was preparing to hand the business to Abbott Mead Vickers BBDO.



The BBDO network handles the brand in central and western Europe, where

its latest campaign has helped reverse a ten-year sales decline.



Sources close to Mars, which owns Pedigree, indicated plans were now

under way to move Whiskas in the UK to Abbott Mead later this year.



A Pedigree spokesman denied the move and BBDO staff are unable to

comment on Mars business.



If the account switches to Abbott Mead, M&C Saatchi will expect to

receive another piece of Mars business as compensation.



Mars pulled its business out of the Cordiant Group when Maurice Saatchi

was ousted by shareholders in January 1995. The company cast a very

public vote of confidence in Saatchi by handing the Whiskas account to

his new agency in May 1996.



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