Equinox will have pounds 4 million more to spend next year after
Fox’s Biscuits picked it to handle its media account, following a
three-way shoot-out against BBJ and incumbent MindShare.
Equinox’s managing director Kevin Morton will run the account with the
help of senior buyer Tom Halliwell, while Sandra Champion will look
after the non-broadcast side of the business.
Fox’s traditionally advertises on TV, radio and posters, and this mix is
unlikely to alter dramatically. Morton said: ’We are targeting grocery
buyers who are high consumers of all media.’
The win bolsters Equinox’s growing fmcg portfolio. The Zenith Media
sister agency already handles Douwe Egberts, Twinings and Cobra Beer. It
hikes the agency’s billings to pounds 25 million.
Earlier this year, Fox’s parent company Northern Foods had considered
centralising its entire pounds 10 million portfolio, which would have
resulted in Zenith fighting for its control of Eden Vale, CIA Media
Solutions defending its hold on Dalepak, Motive trying to keep the Pork
Farms business and BBJ aiming to retain Green Isle Pizza.
But after a review, the company decided that only Fox’s media needed
improvement and put the business up for review. The pounds 4 million
budget is four times larger than its spend over the last year.
Meanwhile, Equinox is recruiting a planner/buyer and a couple of
graduates, following decision of planner buyer Nicola Lane to move to
Bartle Bogle Hegarty to be an account executive.
