WCRS wins Trebor top brands in rejig

The Liquorice Allsorts mascot, Bertie Bassett, has a new home following a decision by Trebor Bassett to consolidate its advertising into WCRS.

The Liquorice Allsorts mascot, Bertie Bassett, has a new home

following a decision by Trebor Bassett to consolidate its advertising

into WCRS.



The move coincides with news this week that the computer group, Silicon

Graphics, has also appointed WCRS. Together, the two wins will add

pounds 5 to pounds 6 million to its billings this year.



Trebor Bassett’s marketing director, Bruce Burnett, said he had made

WCRS sole agency because of its ’strong relationship’ with the

group.



He added that advertising spend was set to rise in 1997.



Trebor spent pounds 3.5 million in total in 1996, pounds 2 million of

which was through WCRS. It is set to put at least pounds 5 million above

the line this year.



Advertising activity in 1997 is likely to concentrate on support for a

number of promotions across Trebor’s range of sugar confectionery,

rather than branding work. The branded sector has been under pressure

from generic alternatives in recent years, and Trebor intends to

increase the emphasis on promotion to various customer groups rather

than individual brands.



Its parent, Cadbury, is also understood to be considering other

non-advertising initiatives for Trebor, including a Jelly Babies cartoon

for TV.



Nevertheless, Bertie, who has represented Allsorts since the 30s, is set

to make further ad appearances this year: ’Bertie Bassett will be going

from strength to strength,’ Burnett said.



WCRS’s managing director, Stephen Woodford, confirmed this, and said:

’It would be crazy to throw the baby out with the bathwater.’



The consolidation means WCRS will take Allsorts and Jelly Babies from

their incumbent, Leagas Shafron Davis. In addition, Trebor acquired

Craven Keiller last year. Media will continue to be handled by

Motive.



Meanwhile, WCRS saw off Leo Burnett and the business-to-business agency,

Dowell Associates, for a major advertising drive by Silicon

Graphics.



The US-owned Silicon Graphics is well known for providing visual effects

equipment for the film industry, and was instrumental in producing

images for such blockbusters as Jurassic Park, Toy Story and Forrest

Gump.



However, it now hopes to increase awareness across its full range of

products from desktop workstations through to supercomputers.



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