AMV sacrifices £1m Nutricia baby foods work after 21 years

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

professionals.



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

contest it.



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."