Roose & Partners has picked up the pounds 4 million Worthington
business after a three-month pitch process.
Bass called a review on the Worthington account in April this year. The
account had been with Publicis for only 15 months. Five agencies are
believed to have pitched, including Magic Hat and the recently closed
Strategy for the advertising has yet to be decided, but Bass announced
that it was putting more than pounds 10 million behind the Worthington
brand over the next year, so the spend is expected to rise.
The appointment means the end of the campaign starring the Madness
frontman Suggs, who recited a modernised version of Kipling's famous
poem If in the brand's most recent work.
Ed Will, the managing partner at Roose, said: "The sector lacks stature
and reward for its drinkers. We want Worthington and Caffrey's consumers
to walk a little taller when they order these brands."
Mark Hunter, the marketing director at Bass, said: "This sector of the
market faces particular challenges and with this in mind we decided to
review our existing agency arrangements. Roose was appointed due to its
understanding of the market and its creative solution."
The appointment strengthens Roose's place on the Bass roster. It won the
brief to relaunch the alcopop Reef in August last year, after a pitch
against the Advertising Brasserie.
Its subsequent "haka" commercial was branded racist by the Independent
Television Commission in February. Its portrayal of the haka was also
reported to have offended New Zealanders.
The agency won the Caffrey's account in 1999.