Weetabix gives £6m European sales job to BHO without pitch

Weetabix has given Banks Hoggins O'Shea/FCB an extra vote of confidence by appointing the agency to its £6 million pan-European business.

The assignment, to help drive sales across Europe, was made without a formal pitch and complements Weetabix's £15 million UK ad portfolio, which has been with the agency since November 2001.

During that time Weetabix has overtaken Kellogg's Cornflakes as Britain's favourite breakfast cereal.

BHO will co-ordinate the account, previously held by Bates in Belgium, out of London. Media buying remains with Zenith in Paris.

Weetabix ditched its "Withabix/Withoutabix" campaign when it switched its account out of Lowe and into BHO. Instead the company opted for a TV campaign under the theme: "Generating energy for everyone."

John Banks, the BHO chairman, said: "Breakfast cereal usage is very low across Europe and represents a huge opportunity for growth. The eating habits of a lifetime will need to be changed but it's not an impossible task."