Walkers Lineker ads safe at AMV

BMP DDB’s famous campaign for Walkers Crisps starring Gary Lineker is likely to continue, at least in the short term, despite the decision last week to move the account into the BBDO network in a shock international realignment.

BMP DDB’s famous campaign for Walkers Crisps starring Gary Lineker

is likely to continue, at least in the short term, despite the decision

last week to move the account into the BBDO network in a shock

international realignment.



The move, ordered by the brand’s owner, Frito-Lay, and its parent

company, PepsiCo, means all Frito-Lay’s ’flat potato chip’ advertising

will now be co-ordinated from the US, where BBDO New York is the lead

agency on the global account.



The news of the pounds 11 million account loss came as a shock to BMP

and to Martin Glenn, the vice-president, commercial, of Frito-Lay

Europe. ’I found out about it by fax,’ he admitted.



However, fears that creative would also originate in the US appear to

have been allayed and it is understood that Walkers has been told to get

on with business as usual.



Glenn wants the ’no more Mr Nice Guy’ campaign to continue, and it is

likely that new executions will be created by Abbott Mead Vickers BBDO

in the UK.



Paul Weiland, who has directed most of the Walkers ads through BMP, has

said he will be happy to work with AMV in future.



The worldwide consolidation of advertising responsibilities at BBDO

follows discussions with the company’s other roster agencies, DDB and

Young & Rubicam.



The Walkers brand name does not exist outside the UK. In the US,

Frito-Lay’s flat potato chips are known as Lay’s. The company is moving

towards globalising the name, which was recently introduced in Spain to

replace the local brand there.



BMP won the Walkers account from Young & Rubicam in July 1994. The Gary

Lineker campaign launched in January 1995 and, in March that year, BMP

won the Quavers and Doritos brands from AMV without a pitch. In May

1997, BMP’s Doritos idents won it the first UK agency gold at D&AD for

11 years.



The globalisation of the business began in July 1997 when the Doritos

account was realigned into BBDO.



Feature, p30.



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