NEWS: MGM slams Benckiser in pitch furore

The UK centralisation for the household goods giant, Benckiser, has ended bitterly with Manning Gottlieb Media resigning its place on the media roster and dramatically pulling out of the pitch

The UK centralisation for the household goods giant, Benckiser, has

ended bitterly with Manning Gottlieb Media resigning its place on the

media roster and dramatically pulling out of the pitch



Benckiser, which held a media review in 1993 and looked again at the

situation in 1994, kicked off the current rethink last year, as

exclusively revealed in Campaign (3 November 1995).



However, following an extensive performance review by Media Audits,

which reported to the client this week, Benckiser was again unable to

choose between MGM and its fellow roster shop, BMP DDB.



Both agencies were this week sent an additional document, comprising

four questions. These asked what terms would be offered for the

centralised business, what performance criteria could be given with

these terms, and how the agencies would handle the business.



A fourth question, asking what third-party involvement there would be in

the future, is thought to be targeted at the potential tie-up between

BMP and Abbott Mead Vickers BBDO, which was mooted publicly last year.



Nick Manning, the partner at MGM who heads the media independent’s share

of the Benckiser account, said MGM would not be answering the questions,

which he dismissed as ‘a tie-breaker’.



Manning told Campaign: ‘It seems Benckiser can’t separate us on

performance, so it is trying to find another way, but that is not the

MGM way. We are about clever thinking and good media value. This is a

shabby end to a great five-year relationship.’



It is understood that the pressure to centralise has been coming from

the German head office of the company. MGM handled pounds 1 million of

TV billings for the fine fragrances brands, and sub-contracted another

pounds 1.5 million of press buying through the marketing and media

consultancy, Inquisitor. This is now all likely to move into BMP.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

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).