NEWS: Mernock exits shop he founded to take United Biscuits role

Neal Mernock has quit the Leeds agency he helped found to return to the client side.

Neal Mernock has quit the Leeds agency he helped found to return to the

client side.



He has joined KP Foods, the United Biscuits subsidiary, as marketing

controller on the company’s nuts business, four years after leading an

exit of executives from Poulter Communications to form Hacker Mernock

Hemingway.



‘The job gives me the career challenge I couldn’t get at Hacker

Mernock,’ he said. ‘The agency is doing well but I couldn’t see myself

staying there for another ten years.’



Mernock began his career at Lever Brothers before switching to agencies

in the early 80s. In February 1992, as managing director of Poulters, he

rocked the agency by resigning along with David Hemingway, the creative

director, and Tony Hacker, the media director, to set up a rival shop.



Expectations were high that the breakaway would pull the pounds 3

million Fox’s Biscuits account out with it but Poulters hung on to it in

a four-way pitch. Since then, the agency has won business from Eden Vale

as well as confectionery assignments from Cravens of York and Hariboy.



Mernock is drawing up a long-term marketing plan for KP nuts, whose

account is split between GGT, which produces creative work, and Leo

Burnett, which handles media planning and buying.



‘The market is poised for growth,’ he said, ‘and there may be related

areas that we ought to be looking at.’