Adecco rethinks TBWA\London brief

Adecco is reviewing its relationship with TBWA\London four months after the agency landed the £20 million global advertising account.

The international recruitment company is believed to be talking to a number of agencies about the business, following news that it is reconsidering its international agency arrangements.

TBWA was appointed to handle Adecco's global advertising in December but the company's new chief executive, Klaus J Jacobs, who was appointed after TBWA, is considering a more local approach.

Adecco's marketing is also overseen by Jacobs, plus its chief marketing officer, Gonzalo Fernandez-Castro, and the vice-president of public relations and global marketing partnerships, Ian Grundy.

TBWA has not produced any work for the recruitment company since picking up the business last year.

The pitch process was handled by the AAR and initially involved five networks. That list was whittled down to TBWA and Rainey Kelly Campbell Roalfe/Y&R, which pitched in a final shoot-out.

Adecco has more than 7,000 offices worldwide, with headquarters in Zurich, Switzerland. It used to be known as Alfred Marks.

Its main competitor in the recruitment agency market is Manpower. Manpower appointed WPP's Grey and Red Cell network last July, following a competitive pitch that involved Young & Rubicam and Lowe.

No-one at Adecco was available for comment as Campaign went to press.


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