BDH looks set to carry off Mansfield Breweries’ pounds 1 to pounds
2 million advertising account, industry sources say.
The news comes after one of three shortlisted agencies pulled out of the
pitch and a second was told it had not won the business.
Mansfield initiated the review in summer after parting company with its
agency of six years, Abbott Mead Vickers BBDO.
Its original shortlist included Mustoe Merriman Herring Levy, the
Leeds-based Poulter agency, BST-BDDP and Leagas Shafron Davis; but this
was reportedly whittled down to BST, BDH and Leagas Shafron during the
three-month review process.
BST was then forced to withdraw because of its merger with GGT, which
already handles John Smith’s bitter, and last week, Leagas Shafron was
told it had been unsuccessful.
BDH - another GGT Group agency - is now in line to help Mansfield launch
a smooth beer next year, which contains higher concentrations of
nitrogen and is similar to other ’smooth’ brands, such as Caffrey’s.
Mansfield bitter is the market leader in the bitter category in its
local Midlands area. Other brands include Old Bailey premium cask
Executives from BDH were unavailable for comment as Campaign went to
press, and a spokesman for Mansfield said that it was ’premature’ to
announce a decision.