Optimedia takes on Allied Bakeries job after beating Zenith

Optimedia has scooped the pounds 4 million Allied Bakeries media planning and buying business following a secret pitch against the incumbent, Zenith Media.

Optimedia has scooped the pounds 4 million Allied Bakeries media

planning and buying business following a secret pitch against the

incumbent, Zenith Media.



Optimedia heard last week it had won the media task for all of Allied

Bakeries’ brands, including Kingsmill, Allinson, Hi-bran, Ryvita,

Sunblest, Vitbe and a new product, Burgen, which claims to help relieve

symptoms of the menopause.



The media specialist will hold the business - with increased budgets -

from the new year.



Sales volumes have been falling and competition from imports has dented

Allied’s business base. A restructure of the bread business was

undertaken in May with the aim of concentrating on branded and own-label

products.



Budgets for 1998 are expected to top pounds 5 million, with more money

being ploughed into the premium Kingsmill Gold brand, which is now

head-to-head in the market against the white Hovis brand launched last

year.



The media rethink comes six months after Allied hired a new marketing

director, Frances Brindle, who joined from Anchor Foods.



The change in media specialist also comes just a year after Optimedia’s

sister creative agency, Publicis, snatched the creative account from

CDP.



Become a member of Campaign from just £46 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 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

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).