Brewer and pub chain Greene King is considering a move into outdoor
and radio advertising, following its switch from BJK&E to MediaCom TMB,
with a beefed-up budget of pounds 4 million.
Karen Blackett, who is heading the account team at MediaCom TMB, said:
’With the increase in budget we may look at outdoor and radio as
possibilities for some of the larger brands’.
The pounds 4 million budget represents a substantial hike in adspend for
Greene King. In 1999, the company spent only pounds 1.2 million, of
which just under pounds 1 million was invested in promoting IPA bitter.
Advertising was almost exclusively on TV and in the press.
MediaCom TMB pulled in the media planning and buying business for Greene
King after a four-way pitch against with the incumbent BJK&E, Optimedia
and Universal McCann.
The account was put up for grabs following Greene King’s pounds 182
million takeover of Morland, its brewing rival, last summer.
Before the takeover, Media-Com was Morland’s media agency and dealt with
planning and buying for its Ruddles and Old Speckled Hen brands.
Blackett’s team includes associate director Ben Duhig and media manager
Abi Saunders. Greene King’s brands include IPA bitter, Abbot Ale, Old
Speckled Hen, Ruddles County and Ruddles Best.