Müller kicks off ad review

The process is in its early stages, with a small number of undisclosed agencies having been contacted for initial meetings.

The successful agency will take on all the above-the-line advertising for Müller's 18 Corner varieties.

The incumbent, TBWA\London, will defend the account.

The agency secured the advertising for the Corner brands along with the rest of Müller's £14 million advertising account in 2004, following a pitch against Abbott Mead Vickers BBDO, HHCL/Red Cell and M&C Saatchi.

Müller's decision to review the account casts doubt over the future of TBWA's relationship with the Bavarian dairy company, which already has a mixed history.

In 2005, shortly after the agency secured the business, the managing director responsible for its appointment, Andrew Harrison, left the company.

The following year, TBWA\Worldwide was appointed to handle corporate brand advertising for Müller's close rival Danone, prompting speculation that the relationship with Müller was in jeopardy.

The relationship has stabilised in recent years, during which time TBWA has launched various campaigns for the Corner brands, most of which have been accompanied by the Nina Simone song Ain't Got No / I Got Life.

The agency took a different approach in its most recent campaign, which featured vintage clips of people tap-dancing and doing the charleston, accompanied by the EMF track Unbelievable.

Müller is currently the seventh most popular grocery brand in the UK.