NEWS: CKT and Motive scoop Jeyes pounds 3m

Cowan Kemsley Taylor and Motive have scooped the pounds 3 million Jeyes account following a head-to-head shoot-out against BST-BDDP and Pattison Horswell Durden.

Cowan Kemsley Taylor and Motive have scooped the pounds 3 million Jeyes

account following a head-to-head shoot-out against BST-BDDP and Pattison

Horswell Durden.



The full-service account came up for grabs last January when its rival,

Reckitt and Colman, centralised its creative account into the Jeyes

incumbent, McCann-Erickson. TMD Carat continued to handle media buying

for Reckitt and Colman.



McCanns was forced to resign the Jeyes creative account immediately,

although its media dependant, Universal McCann, initially tried to hold

on to the media business.



At the same time, Reckitt and Colman’s roster agencies, BST, TBWA and

CKT also lost their share of the household goods giant’s business. CKT’s

contract expires at the end of this month.



Jeyes shortlisted four agencies together with their media partners: BST

and Pattison Horswell Durden, CKT and Motive, Walsh Trott Chick Smith

and John Ayling and Associates and one other.



The client has chosen CKT and Motive to develop TV campaigns for some of

its best-known brands, including Bloo toilet freshener, Jeyes Baby Wet

Ones, Jeyes Fluid and Quickies. Jeyes last appeared on TV earlier this

year with ads for Parazone.



CKT has a track record of working in the household goods area. Working

for Reckitt and Colman, it has devised campaigns for brands such as

Dettox, Dettol, Harpic and Mr Sheen.



Paul Cowan, the managing director of CKT, said: ‘The brand potential in

Jeyes is enormous and that’s an exciting proposition for us. We chose to

work with Motive because it has a very clear and strategic approach to

media and a good track record with building brands.’



Sources suggest the TV work will roll out later this year. For Jeyes,

this is strategically important. The household goods market has been

moving inexorably towards own label brands. Jeyes was bought out by its

management in 1994 when the board and senior executive team was

restructured. At the same time, the client adopted a new strategy of

focusing marketing spend on core brands.



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