One of Britain’s best-known holiday brands, Butlin’s, is searching for
an agency, following a decision by its parent, Parkworld, to consolidate
its entire pounds 6 million advertising account.
Currently, Butlin’s handles much of its advertising in-house, while its
sister brand, Haven, uses Kelly Weedon Shute. CIA Media-network and MBS
handle media on the accounts.
Although this is not up for review, it is thought that a media
centralisation could follow the creative changes.
The Rank-owned Parkworld has approached blue-chip agencies through the
Advertising Agency Register, and three new agencies plus the incumbent
are on the shortlist. Presentations are scheduled for the end of the
month, with a decision expected in July.
Butlin’s has been one of the cornerstones of British camp holidays since
1936, catering for cost-conscious consumers. Haven’s 40 or so resorts
are targeted at the same socio-economic group but attract those with
The Butlin’s marketing manager, Dawn Cremin, would not comment except to
confirm the review. However, it is understood that Parkworld is seeking
greater distinction between the two brands and a strong direct response
element to support Haven and Butlin’s in an increasingly competitive
David Shute, the managing director of Kelly Weedon Shute, refused to