CPC centralised media boost for BMP

BMP DDB has won the centralised media planning task on CPC’s pounds 16.5 million account, and added a pounds 2 million tranche of the food giant’s media planning and buying business in Ireland.

BMP DDB has won the centralised media planning task on CPC’s pounds

16.5 million account, and added a pounds 2 million tranche of the food

giant’s media planning and buying business in Ireland.



The decision follows a shoot-out between BMP, its Irish affiliate, Media

Works, Zenith Ireland and QMP, a media affiliate of DMB&B in Ireland

(Campaign, last week).



Campaign has learned Zenith UK was also issued with a brief but it is

unclear if it pitched, or whether Zenith’s client, Kraft Jacob Suchard

blocked the move at the eleventh hour. No-one at Zenith was available

for comment.



Historically, CPC has preferred to associate closely its media planning

with the creative development of its brands. But changes in the market

have prompted the client to reappraise this policy and pool its media

strategies.



BMP already handled planning on the brands it works on creatively -

including Marmite, Golden Wonder Pot Snacks and Knorr Stock Cubes.

Planning across the remainder of the portfolio was largely handled by

20/20 Media, the media arm of Delaney Fletcher Bozell, which retains its

creative account.



BMP’s win means that the agency picks up the planning for CPC brands

such as Hellmann’s, Ambrosia and Napolina to sit alongside the

centralised buying which it won in October 1991 - the agency’s first

centralised appointment.



Previously, the CPC business in Ireland was split between Zenith and

QMP. Zenith also handles Kraft in Ireland.



Paul Taylor, the joint media director at BMP, said: ’It’s rewarding to

be reappointed by your first client to a full media service.’



In a prepared statement, CPC said: ’The appointment of BMP is designed

to improve communication effectiveness by linking more closely the

planning and execution of our media expenditure.’



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content