Blow to Initiative as Zenith swipes pounds 12m Batchelor's account

Zenith Media has scooped the media planning and buying for

Batchelor's pounds 12 million account from Initiative Media without a


The realigning of Batchelor's business follows its sale by Unilever to

the Campbell Soup Company at the beginning of the year for pounds 633


Campbell's is one of Zenith's oldest clients and in 1998 it picked up

the consolidated European account for the soup company.

Zenith will add brands such as Oxo, SuperNoodles and Batchelor's

Cup-a-Soup to its Campbell's portfolio. Naked will continue to work as a

strategic communications agency on SuperNoodles.

Simon Marquis, the managing director of Zenith Media, said: "The

decision to award us the media for Batchelor's was based on our track

record on Campbell's."

Andrew Slamin, Campbell's marketing director, added: "We have a strong

relationship with Zenith and its past delivery has more than justified

its selection as our agency of choice for new brands."

Zenith will take over the account immediately.