CDD quits McCain's roster a week after start of £15m pitch

Campbell Doyle Dye has relinquished its place on the McCain's roster, citing "unsuitable dynamics" between itself and the food company as the reason for the split.

The agency was appointed to the roster when it was handed the £4 million McCain's Vibes product launch brief without a pitch last August.

It was then asked to take part in the £15 million McCain's pitch, which was triggered at the beginning of this month after the demise and closure of McCain's incumbent, D'Arcy. CDD was shortlisted along with Grey Worldwide London, Euro RSCG Wnek Gosper and Mustoes for the business.

But the agency pulled out of the pitch after only a week. Following amicable discussions between the two parties a decision was taken that the agency would not continue to work on the account.

Dave Dye, the joint creative director at CDD, said: "They are a great bunch, but culturally it wasn't the right fit for either of us."