WCRS beats VCCP and BMB to Warburtons £8m ad account

Warburtons has appointed WCRS to handle its £8m advertising account following a three-way shoot out against VCCP and BMB.

Warburtons: picks WCRS to ad account
Warburtons: picks WCRS to ad account

The agency picked up the account following a review in April. WCRS won the pitch against VCCP and Beattie McGuinness Bungay (BMB). 

Rainey Kelly Campbell Roalfe/Y&R was the incumbent on the business, which it won from Bartle Bogle Hegarty in 2009, ending a 12-year relationship.

The account followed Richard Exon two years after he left BBH to join RKCR/Y&R. The former chief executive has since quit RKCR/Y&R to launch his own agency, Joint.

RKCR/Y&R focused on promoting the company as a Bolton-based bakery family bakery. The agency’s debut campaign was shot in a mock-epic Hollywood style and showed Warburtons employees preparing an early morning bread delivery. It also included a cameo by the company chairman, Jonathan Warburton.

This contrasted with BBH’s final campaign, in which a Japanese businessman found that every business in the UK bore the Warburtons name.

Jonathan Warburton, Warburtons chairman and chief executive said: "We were very impressed by WCRS's understanding of our business and brand, as well as their strategic and creative thought process."

He added: "The new relationship marks the start of a new chapter in Warburtons creative advertising and we look forward to working with WCRS over the next coming months."

Matt Edwards, chief executive at WCRS, said: "WCRS has always thrived on building great British brands so we’re delighted to be appointed by Britain’s favourite family baker."


Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


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

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

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).

Just published