Abbott Mead faces fight to retain Bisto as RHM calls pitch

RHM is speaking to advertising agencies about its flagship gravy product, Bisto, as it seeks to introduce the brand to a new generation of users.

RHM is speaking to advertising agencies about its flagship gravy

product, Bisto, as it seeks to introduce the brand to a new generation

of users.



The creative account is currently handled by Abbott Mead Vickers BBDO,

which two years ago replaced the Bisto kids with Julie Walters as a

daytime TV presenter. Media planning and buying, handled by BBJ Media

Services, RHM’s centralised media buyer, is unaffected.



The review is being led by Ian Ayling, Bisto’s marketing director.

Ayling is understood to have shortlisted major London agencies to pitch

for the account, estimated to be worth pounds 3 million.



Bisto has been considering a full-scale pitch for the past six

months.



In March, it kicked off a strategic review of its business with the help

of media strategist, Michaelides & Bednash, and the brand consultancy,

Brand House.



Graham Brown, AMV’s vice-chairman, said he had not heard about the

review.



However, he added: ’Three or four months ago, Bisto decided to do a

complete root-and-branch review of its business. It is possible that it

now wants to review its agency.’



No-one at Bisto was available to comment.



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