The Union triumphs in four-way pitch for Baxters advertising

Baxters has appointed the Union, the Edinburgh agency formed out of a Faulds breakaway last year, to manage its pounds 2.5 million advertising business.

Baxters has appointed the Union, the Edinburgh agency formed out of

a Faulds breakaway last year, to manage its pounds 2.5 million

advertising business.



The Union, a last-minute entrant on to the pitch-list, beat Bartle Bogle

Hegarty, Abbott Mead Vickers BBDO and fellow Scottish shop, the Leith

Agency, to the task.



It is thought Baxters did not consider the Union large enough to make

the original list. However, after an inconclusive first round of

pitches, management asked to see a second presentation from Abbott Mead

and allowed the Union the opportunity to put forward its ideas.



Ian McAteer, the managing director of the Union, gained experience in

the soup market when he worked on Campbell’s Soup for six years at

Saatchi & Saatchi in London. He said: ’Baxters is a strong brand known

for its quality and good ingredients, but it is still not thought of as

an accessible, everyday name. Our job is to make the brand work

harder.’



Audrey Baxter, managing director of Baxters, said: ’The review

highlighted the need to make our product accessible to a wider group of

consumers.’



Baxter’s incumbent agency, the Bridge, declined to repitch, putting an

end to its ten-year relationship with the client. The review was called

in March, and is understood to be part of the company’s plans to

modernise its image. Last year, it introduced 35 new flavours, and has

recently run a press campaign to promote its range of jams.



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