O&M bows out as Warburton’s kick-starts review

Warburton’s, the family-run bakery, is reviewing its pounds 3.5 million creative account, currently with Ogilvy & Mather.

Warburton’s, the family-run bakery, is reviewing its pounds 3.5

million creative account, currently with Ogilvy & Mather.

O&M, which has handled the business for the past three years, will not

repitch. Media planning and buying will remain with O&M’s media

affiliate, MindShare.

Jonathan Warburton, Warburton’s managing director, confirmed he had put

the business up for pitch through the Advertising Agency Register. He

said: ’After a lot of heart-searching, we believe it’s time for a


It’s like splitting up with your girlfriend.

’It’s a lot harder to do this than to stay still. Sometimes you’ve got

to believe a clean break will give you more input into the brand.’

He added: ’The business has gone through a hell of a lot of change and

we are looking for some new thinking. O&M has been extremely good but

there have been personnel changes there and we have a new team of people

here. We want a fresh set of eyes. The business is developing into new

areas and we need strategic input on that.’

The review will be conducted by Fiona Mitchell, Warburton’s marketing

director. A shortlist will be drawn up within the next ten days.

O&M’s last major work for the baker was a television campaign starring

Derek, a fictional junior member of the Warburton family.

The campaign aimed to highlight the close involvement of the Warburtons

in their bakery business. Previously, Jonathan Warburton and other

members of the family had themselves starred in the ads.

Warburton’s heartland encompasses the Granada, Yorkshire-Tyne Tees,

Central, STV and Border regions. However, Warburton confirmed he was

planning to expand the brand nationally and develop new product lines.

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