Foster's puts direct account up for grabs

LONDON - Foster's is reviewing its £5 million direct and digital marketing account just 18 months after appointing Harrison Troughton Wunderman to handle the business.

The Scottish & Newcastle-owned lager brand has approached three DM agencies. It is not known whether HTW, now Wunderman, will repitch for the account.

The winning agency will be briefed to produce traditional direct marketing and CRM, as well as digital and mobile activity, in a move away from Foster's traditionally TV-heavy advertising strategy.

HTW won the Foster's business in January last year after a four-way shoot-out. The digital elements of HTW's subsequent campaigns have been produced by the Edinburgh-based digital agency Chunk.

It is unclear what effect the review will have on Wunderman's relationships with other Scottish & Newcastle brands, including San Miguel and Heineken. Foster's relationship with M&C Saatchi and its media agency, Starcom, are unaffected.

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