BDDP GGT swipes pounds 8m Strongbow account from JWT

BDDP GGT has scooped the pounds 8 million account for Strongbow after a lengthy pitch against the incumbent, J. Walter Thompson, and HHCL & Partners.

BDDP GGT has scooped the pounds 8 million account for Strongbow

after a lengthy pitch against the incumbent, J. Walter Thompson, and

HHCL & Partners.



The loss ends JWT’s seven-year relationship with the brand, which is

owned by HP Bulmer, and means that BDDP will now handle two lines for

the cider brewer, since it has handled the advertising for Scrumpy Jack

for three years.



Paul Bainsfair, joint chairman of BDDP GGT, said: ’Strongbow is a

surprisingly big brand which is up there with the lagers in terms of

usage. But it’s not a drink that is thought of in the same way. We’ve

identified an attitude that chimes with the key 18- to 24-year-olds and

has particular relevance to its brand strength. Pint for pint, Strongbow

is more refreshing than lager.’



He added: ’It’s our first win of the year, and the fact that it has been

at one place for so long has made us feel that we can do a good job with

it.’



Media for the account remains with JWT in the form of MindShare, its

joint venture with Ogilvy & Mather’s media arm, the Network. Manning

Gottlieb Media and Booth Lockett Makin are understood to have pitched

for Bulmers’ media planning and buying in October, and were informed in

November that the media buying would be staying with MindShare. At the

same time, Bulmer hired Unity to deal with strategic planning.



In 1997 Strongbow increased its TV spend to pounds 6 million, and it is

believed this will increase to around pounds 8 million this year.