The £1 million Nutricia baby foods account is being put up
for pitch following Abbott Mead Vickers BBDO's decision to end its
21-year relationship with the company.
The parting is owing to the declining above-the-line support for
Nutricia's Cow & Gate and Milupa brands as the company puts more
emphasis on direct marketing activity and the targeting of healthcare
However, the business could remain within the Omnicom-owned BBDO. AMV
Advance, the AMV group integrated specialist, is being considered for
the business and Omnicom healthcare specialist shops may be invited to
A joint statement by AMV and the Dutch company said: "Nutricia is
seeking to optimise synergy between its medical and consumer activities
and both companies feel that communications solutions should be examined
from other agencies."