Carlsberg reviews Tetley's brief

Brewer sounds out Northern agencies amid plans to refocus commercial activity in brand's heartland.

Tetley's bitter has called a pitch for its £2 million advertising account held by Saatchi & Saatchi.

The company, which is owned by Carlsberg, is in the process of talking to undisclosed Northern agencies about the business. Saatchi & Saatchi will not repitch.

Tetley's is reviewing the business in an attempt to rebuild its brand by refocusing commercial activity in its Northern heartland.

Saatchis has worked on the account since 1997. The last work created by the agency appeared in February 2006 under the strapline "don't do things by halves". The work featured a man, dressed as a Roman centurion, turning up at a fancy dress party with a full-sized army, complete with horses and catapults.

OMD, the brewer's media agency, is unaffected by the creative review.

The on-trade bitter market is worth more than £2.9 billion, and more than 1.4 billion pints are sold in pubs and bars every year. Tetley's is the second-biggest brand in the sector, and sells 56.3 million pints a year more than its closest competitor, Worthington's.

Last year, the company launched two further product variations: Tetley's Extra Cold, a chilled beer that should be served between three and four degrees centigrade, and Tetley's Imperial, a 4.3 per cent premium cask ale.

As well as investing in advertising, the company also sponsors rugby union and league clubs, and is also the headline sponsor of the Rugby Union County Championship.