Anchor briefs global networks in move to centralise account

Anchor Butter has begun a search for a worldwide creative agency, putting a question-mark over WCRS’s hold on the pounds 8 million UK account.

Anchor Butter has begun a search for a worldwide creative agency,

putting a question-mark over WCRS’s hold on the pounds 8 million UK

account.



New Zealand Milk, the owner of the Anchor brand, has briefed several

international agency networks with a view to consolidating its global

account, worth an estimated pounds 100 million, into an international

network.



Simon Tuckey, managing director of New Zealand Milk (UK), confirmed the

move: ’We’re looking at maximising our value worldwide to increase our

brand values.’ Tuckey said that the move would have no immediate effect

on the company’s relationship with its UK agency.



The review is part of a consolidation exercise. Anchor took its UK media

planning out of Michaelides & Bednash two weeks ago and consolidated it

with the buying account at Zenith Media without a pitch.



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