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
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.