The toy giant, Hasbro, is preparing to review its pounds 20 million
creative and media buying accounts and has already kicked off
discussions with a number of agencies.
The account has been handled on a full service basis by the
Omnicom-owned Griffin Bacal, and Hasbro represents more than 70 per cent
of the agency’s total billings. The contract with the agency runs until
On the media side, Griffin Bacal has a joint venture with its sister
Omnicom media company, BMP OMD, enabling Hasbro to tap into its larger
media resource and TV negotiation muscle.
However, Hasbro has visited a number of media companies on an informal
basis in recent weeks and a formal review is expected.
Hasbro uses BMP for its media planning and buying in other markets and a
wholescale move of its media into BMP OMD in the UK is not being ruled
Increasingly, Hasbro’s advertising is originated in the US and adapted
for the UK market by Griffin Bacal. But the agency has produced original
work for the company’s Action Man brand.
Hasbro is the second-biggest advertiser in the toy category behind
Mattel, with a product portfolio that spans board games such as
Monopoly, Cluedo and Trivial Pursuit as well as action figures such as
Batman and Action Man.
Mark Trinder, Hasbro’s media manager, denied that the talks posed any
threat to Griffin Bacal’s tenure on the business. ’The long-standing
relationship between Hasbro and Griffin Bacal across both media and
creative services is not under review,’ Trinder said in an official
Jonathan Hoare, the managing director of Griffin Bacall, said: ’We’ve
worked happily and harmoniously with Hasbro for the past ten years and
are looking forward to the next ten.’