M&C Saatchi has landed the pounds 3 million launch of the new Gallaher
brand, Sovereign Lights.
It is thought likely that a campaign will break at some time around
December, a few weeks after the cigarettes hit the high street.
The win is a major fillip for the agency, which handled the launch of
the core Sovereign brand in March, but was then passed over in a battle
for tactical work for the client’s Berkeley brand in August.
The price-led work was handled by M&C Saatchi’s rival roster agency,
Collett Dickenson Pearce, which also handled a regional press
campaign for Sovereign at the time of its launch.
The CDP Media Company, which handles Gallaher’s centralised media buying
account, will work alongside M&C Saatchi on the launch. However, rumours
that the advertising would be backed by as much as pounds 10 million -
the same amount used to back the original Sovereign campaign - have been
dismissed by industry sources.
Gallaher was one of the first former Saatchi and Saatchi clients to
follow Maurice and Charles Saatchi to their new agency in January 1995.
The tobacco giant’s links with Charles Saatchi are particularly strong,
going back to 1983 when he first produced the award-winning series of
ads for Silk Cut.
Charles Saatchi was also closely involved in the creation of the launch
campaign for Sovereign, but it is unclear to what extent he will
contribute this time.
Gallaher also has close links with Jeremy Sinclair, one of M&C Saatchi’s
founding partners, and Moray MacLennan, the joint chief executive of the
agency, who has worked with the client for 13 years.
MacLennan confirmed the win but declined to comment further.