McVitie’s UK has appointed LVB DraftWorldwide to handle its
database analysis and direct marketing tasks as the biscuits and cakes
manufacturer looks at the possibility of linking up with other fmcg
brands to target customers jointly.
McVitie’s is part of the Consumer Needs Consortium, which is made up of
a number of non-competing fmcg giants including the founding companies,
Unilever, Bass and Cadbury-Schweppes.
The consortium plans to pool its data resources in order to cross-market
products. The combined data will also be used to make relationships with
third parties, and it is expected that the frozen food retailer,
Iceland, will become involved, drawing on the data it has acquired
through its home shopping operation.
LVB’s task for McVitie’s will be, in part, to analyse all the data that
McVitie’s has gained through its involvement with the consortium and
plan the ways in which the company can link up with the other members
and the third parties that are interested.
LVB will also use McVitie’s data to plan the content of its direct
marketing output, and work on the creative executions of some
The agency will work closely with Rachelle McAuliffe, McVitie’s database
marketing manager, who recently joined from the below-the-line agency,
LVB’s parent network, DraftWorldwide, has recently acquired a top French
healthcare agency, Zeta.