Warburtons seeks lead direct agency

Warburtons, the family-owned bread brand, is looking to appoint a lead agency to its below-the-line roster.

Chemistry meetings will take place this week, with a shortlist to follow. The brief, which has not yet been issued, is expected to ask agencies for suggestions on how to raise the brand's profile in the South of England using customer relationship marketing and on-pack promotions.

Warburtons already works with a number of regional promotional agencies, including KLP Euro RSCG, Chemistry Digital Nottingham and Brahm in Leeds. It used to work with the now-defunct WWAV Rapp Collins Leeds, which closed in June.

The review follows the appointment of Richard Hayes, who joined as the marketing director in May from the distiller Whyte & Mackay, where he held an equivalent title.

Bartle Bogle Hegarty has handled Warburtons' advertising since 1998. In January, the agency developed the brand's first national advertising strategy, eschewing its traditional, regional approach.

BBH is unaffected by the review.