Findus in search for shop to implement European initiative

The frozen foods giant, Findus, is close to appointing a multinational agency group to mastermind the switch to a single advertising strategy across Europe.

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

advertising spend.



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.



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