P&O launches £7m creative review

By Anne Cassidy, campaignlive.co.uk, Thursday, 27 January 2011 08:00AM

P&O Cruises is holding a pitch for its £7m advertising account, after splitting with its 10-year incumbent Dare.

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The cruise line operator will kick off the review in three months' time in a pitch process to be handled by the AAR.

P&O will continue to work with Dare until the review process, led by Philip Price, the head of brand marketing for P&O Cruises, begins.

Helen Calcraft, the Dare executive chairman, said: "After some productive and honest discussions, Dare and P&O Cruises have agreed that our priorities going forward are different and therefore it is time to part company. We will always be extremely grateful for what was a fantastic 10 year journey and we wish Philip and his team all the best".

P&O first appointed Dare, then MCBD, to the business in March 2001, after a three-way shoot-out with Abbott Mead Vickers BBDO and Publicis. MCBD then retained the business in 2008, after a pitch against The Red Brick Road, TBWA\London and Adam & Eve.

Dare created a TV campaign for P&O earlier this month called "Explorers". The ad aims to celebrate the wonder of travel and introduces the strapline "Discover a different world".

This article was first published on campaignlive.co.uk