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
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
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
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
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.’