DDB braced to lose £10m Weetabix account

Weetabix is preparing to review its £10 million advertising account out of DDB London, little more than a year after its appointment.

A source close to Weetabix said that DDB London has one more chance to create a satisfactory advertising campaign. He added that the agency currently has an execution in research.

The review will be overseen by Weetabix's chief executive, Ken Wood, and its marketing controller, Tony Corp. The company is already working closely with The Haystack Group, which managed its most recent pitch.

The Red Brick Road, the agency founded by the former DDB executives Paul Hammersley and David Hackworthy, said it will not be pitching for the account. WCRS and Lowe London pitched for the Weetabix business in 2004.

It is not known whether they have been contacted about this review.

Wood was responsible for appointing DDB London to the account in December 2004. It moved from FCB, which handled the business for two years, having won it from Lowe in 2001.

Wood also took the decision to move the media planning and buying duties from The Allmond Partnership to Walker Media last year. Blue Marlin was also named as the brand's design agency last year. Last month, the company appointed Billington Cartmell to handle promotions for its brand portfolio following a competitive pitch.

DDB's work for the brand has included the high-profile "scarecrow" TV spot, which featured a scarecrow who is nursed back to health by a farmer who feeds him wheat.

Weetabix's brands include Minis, Alpen, Ready Brek and Weetos. The company is also planning to launch a new muesli-type cereal under the name Oatabix.

Neither Wood nor Corp were available for comment as Campaign went to press.