Grey to get another crack at tough brief for Diamond White

Grey has been given another chance to handle the brief on the troublesome Diamond White brand after a planned review of the business was shelved.

Grey has been given another chance to handle the brief on the

troublesome Diamond White brand after a planned review of the business

was shelved.



Earlier this year, Matthew Clark, the cider maker, secretly visited two

agencies, Leagas Delaney and Leo Burnett, for preliminary discussions

about a competitive pitch.



However, its director of brands, Rosemary Neal, is understood to have

pulled the plug on the review before it reached the full-blown pitch

stage.



The decision followed the appointment of a heavyweight marketing

director, Rob MacNevin, formerly from Guinness Brewing Worldwide.



The move also coincided with fresh ideas from Grey on its brief for

Diamond White, a brand that has suffered from the advent of alcopops and

a lack of advertising support in recent months.



Matthew Clark’s chief executive, Peter Aikens, is coming under intense

pressure from the City at the moment as he struggles to manage the

acquisition of Taunton Cider, made at the end of 1995. Since then,

profits have lagged behind estimates and the group’s share price has

fallen from a high of pounds 8 to around pounds 3.



Matthew Clark has traditionally preferred trade promotion to

advertising, but this year it announced it would put another pounds 10

million behind advertising its cider brands, including the launch of

Blackthorn Gold, the UK’s first ’smoothflow’ cider.



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