Spillers Petfoods, the Dalgety-owned company, has centralised its
pounds 7 million media account into BMP Optimum, following a final three
way shoot-out against TMD Carat and Leo Burnett.
The Network, the incumbent on the Winalot portfolio, also pitched for
the centralised account but it was not included on the final list.
BMP Optimum, which already holds media planning and buying for the
catfood business, including the Felix and Arthur’s brands, beat stiff
competition, according to John Montgomery, the director of UK marketing
for Spillers Petfoods.
He said: ’It was extraordinarily difficult to decide between what were
four excellent sets of proposals. In the end, the work of Mark Palmer
and Steve Williams swayed the outcome.’
Palmer, the head of communications strategy at BMP Optimum, commented:
’The agency is very proud of the contribution media has made to
developing the Felix brand which has become the number one while
spending significantly less than its rivals. We are hoping to make a
similar contribution with the media thinking for other brands in the
Spillers spent pounds 6.9 million on advertising in the 12 months to
September, according to AC Nielsen MEAL, but it is set to increase its
spend significantly to more than pounds 10 million next year as it steps
up an aggressive advertising campaign in the dogfood sector.
This year, spending on Spillers catfood advertising accounted for just
under two-thirds of total adspend. It has not been on TV since
BMP Optimum, which will take on the centralised account in January, will
work in tandem with its sister agency, BMP DDB, which handles the
creative work on Spillers’ catfood brands.
Work for Spillers dogfood, which has been created by Bates Europe, could
be used next year, even though Spillers ended its relationship with
Bates in July following the agency’s failure to deliver a brief
acceptable to the client (Campaign, 11 July). A decision on the creative
agency for Winalot is expected early next year.
Spiller’s parent, Dalgety, has experienced a turbulent past few months,
announcing pre-tax losses of pounds 31.6 million in September followed
by the resignation of its chief executive, Ken Hanna. It also announced
its intention of selling off its cereals and seasonings groups as part
of a restructure.