Ben & Jerry's holds creative review

LONDON - Ben & Jerry's, the American ice-cream brand bought by Unilever last April, is talking to agencies about its UK creative account.

The company is in talks with independent agencies and certain Unilever roster agencies about the task. The review is being handled through the AAR.

The incumbent, Third Planet, was not aware of the agency talks. It won the £1.5 million business in March last year. Its appointment marked the third time the ice-cream maker had called a review in less than a year.

Ben & Jerry's handles media planning and buying in-house and is not planning to hire a media agency.

It is understood that Ben & Jerry's UK marketing department wants to retain a degree of autonomy from its Unilever parent. In the UK the company has often relied on PR stunts and promotions to supplement its limited advertising activity.

However, the brand ventured into cinema for the first time in October last year, with an animated execution by Third Planet featuring a half-man, half-woman Ben & Jerry's ice-cream addict.

Ben & Jerry's declined to comment as Campaign went to press.