MMHL picks up pounds 4m advertising account for Brewsters chain

Mustoe Merriman Herring Levy has picked up the pounds 4 million advertising account for the Whitbread restaurant chain Brewsters after a two-way pitch against Abbott Mead Vickers BBDO.

Mustoe Merriman Herring Levy has picked up the pounds 4 million advertising account for the Whitbread restaurant chain Brewsters after a two-way pitch against Abbott Mead Vickers BBDO.

The win puts MMHL on the Whitbread roster with a brief to consolidate Brewsters' position within the family restaurant sector.

The account went up for pitch in October last year following the launch of Brewsters, a spin-off from Whitbread's adult-oriented Brewers Fayre chain.

The incumbent, Cramond Dickens Lerner, which dealt with Brewsters' pounds 1 million launch last March, was not involved in the final pitch, although it was on the original pitchlist of five agencies.

Brewsters restaurants contain children's sections with Sony PlayStations, a Brewster the Bear character and staff trained to perform circus acts.

The revamp comes as Whitbread seeks to reposition itself as a pubs and hotels group following the sale of its beer business last year. In November it split its Beefeater brand into three separate divisions - Brewsters, Out & Out and Banter. It aims to have 220 Brewsters outlets by 2005.

Whitbread claimed it had not chosen a final agency to handle the Brewsters account and MMHL's chief executive, Nick Mustoe, referred all calls to the client. Media, currently handled by Austin West, is not under review.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).