The frozen foods giant, Findus, is close to appointing a
multinational agency group to mastermind the switch to a single
advertising strategy across Europe.
Findus executives at its Swedish headquarters have held secret
discussions with the local offices of major networks since its buyout by
a Swedish venture capital group a few weeks ago.
These have focused on the best way forward for its brands, which include
Lean Cuisine, Crispy Pancakes and French Bread Pizza.
Findus’ marketing director, Ulla Frennesson, confirmed that the company
was setting up a specialist advertising unit in the UK, its largest
market outside Sweden.
The London-based team will be headed by a new marketing strategy and
development director, Henk Spoon, who will start work at the beginning
of March. His arrival is likely to herald a significant upturn in
Frennesson declined to comment on which agency will be appointed to the
account. Findus is currently using the Windmill Partnership in London to
advise it on strategy.
Under its previous owners, Nestle, the core values for each Findus brand
were decided centrally, while the execution of advertising was left up
to each individual country.