Carat loses £3.4m Jacob's account as new owner consolidates

LONDON - United Biscuits has moved the £3.4m media planning and buying account for its recently acquired Jacob's Bakery business out of Carat to its retained agency Starcom.

The account covers brands including Twiglets, Jacob's Cream Crackers and Thai Bites.

Carat said it did not pitch for the account, which it won in April 2004 when Jacob's was owned by Danone.

United Biscuits then bought Jacob's in September 2004 and began a review of its media arrangements, leading to the transfer of the business.

It also changed the creative agency on Jacob's last month, hiring its retained agency Publicis at the expense of Euro RSCG London.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.