Northern Foods to centralise media spend

Northern Foods, whose brands include Eden Vale, Dalepak, Pork Farms and Fox’s Biscuits, has appointed the media auditing company, Barsby Rowe, with a view to centralising its entire pounds 10 million media business.

Northern Foods, whose brands include Eden Vale, Dalepak, Pork Farms

and Fox’s Biscuits, has appointed the media auditing company, Barsby

Rowe, with a view to centralising its entire pounds 10 million media

business.



Northern Foods’ account is currently split across a range of media

companies.



Among the incumbents are Zenith Media, which handles Eden Vale;

MindShare, which has Fox’s; CIA Medianetwork, which has Dalepak; BBJ

Media Services, which handles Green Isle Pizza, and Motive

Communications, which has the Pork Farms business.



Northern Foods’ total media spend across all its brands topped pounds 10

million last year and the company is now looking for a more coherent

media strategy and greater cost-efficiencies from its media spend.



Unlike most of its competitors in the food market, Northern Foods has so

far resisted media centralisation, with its individual operating

divisions having autonomy over their media suppliers.



However, the marketing director, Bill McKeever, has now decided to

examine the viability of pooling media spend across all divisions and

has drafted in Barsby Rowe to steer the process.



Although Barsby Rowe has not yet been given the green light yet to brief

agencies for a centralisation, the auditor is understood to have begun

collating information on the performance of the brands.