NEWS: New Covent Garden Soup to depart BBH in direct mail move

Bartle Bogle Hegarty has parted company with the New Covent Garden Soup Company after three years following unresolved remuneration talks and the client’s decision to take its advertising in-house.

Bartle Bogle Hegarty has parted company with the New Covent Garden Soup

Company after three years following unresolved remuneration talks and

the client’s decision to take its advertising in-house.



The company, which produces fresh soup in a carton, is also moving much

of its adspend below the line.



The advertiser’s marketing manager, Kate Raison, said the split was no

reflection on BBH’s work.



The company spent only pounds 450,000 last year, although BBH’s launch

campaign was backed by a pounds 750,000 spend.



BBH, which was the client’s first ad agency, produced its debut press

campaign in November 1993. The three executions featured stories

recounted by the marketing director, Caroline Jeremy, and the managing

director, William Kendall, about their experiences of working for the

company. The ads ran in newspaper weekend supplements and the women’s

press.



BBH’s work for the company picked up a gold award at the Account

Planners Group Awards in 1995.



BBH’s last press work ended in March 1996. The business, which employed

the account director, Rebecca Morgan, and one account planner, was

handled at board level by the BBH joint chief executive, John Bartle.



Morgan commented: ‘This was our smallest piece of business, but it had

the spirit and ethic we love dealing with. If the client decided to

increase its advertising budget, there would be nothing to preclude it

from coming back.’



No decision has yet been made on whether media buying will remain with

Motive.