NEWS: Y&R wins pounds 7m Euro sweetener work

Young and Rubicam has scooped pounds 7 million of new billings across Europe as part of a global realignment of the Canderel and Nutrasweet brands.

Young and Rubicam has scooped pounds 7 million of new billings across

Europe as part of a global realignment of the Canderel and Nutrasweet

brands.



Canderel, the highest-spending of the two brands in the UK with a budget

of pounds 1.5 million last year, will move into Y&R from Mellors Reay

and Partners.



Meanwhile, Ogilvy and Mather has lost the UK Nutrasweet account,

although very little has been spent on the brand in the last year.



The global reshuffle has made Y&R and O&M ‘strategic partners’ in

worldwide sweetener advertising.



Canderel and Nutrasweet are owned by the leading branded sweetener

company, Benevia, which is a subsidiary of the US chemical giant,

Monsanto.



O&M has secured work for both of the brands in North America, Latin

America, the Asia Pacific and Italy. Y&R, which already handled work for

the two brands in France, Spain, Greece and Portugal, has picked up

central and eastern Europe. Y&R now has the whole of Europe apart from

Italy.



Benevia’s executive vice-president for global marketing, Ian Miller,

said: ‘O&M and Y&R are already agencies of record in two of our most

significant markets - the US and France. This move recognises the work

they have been doing, and gives our four operating regions access to

more resources and greater flexibility across borders.’



Benevia has previously used a variety of agencies across Europe,

including Leo Burnett’s local shops in eastern Europe, Pub-Los in

Switzerland, Publicis in Belgium, Cronert in Sweden and the Lowe Group

in Holland.



Fernan Montero, the chairman of Y&R Europe, said: ‘Benevia is a big

client with an exciting future, and we’re looking forward to playing our

part in it.’