Holsten Pils is reviewing its pounds 6 million account out of TBWA
GGT Simons Palmer after more than 20 years with the agency.
TBWA has confirmed it will repitch for the account, but refused to
comment further. The review is being handled by the AAR, which is
helping the German brewer to draw up a shortlist of agencies, and does
not include the bottled lager Pure 6 or Holsten Export. A decision is
expected by May.
Phil Plowman, Holsten’s UK marketing director, said: ’It is not unusual
for a company to review advertising performance. Holsten has an
award-winning heritage and this has been aided by a policy of constant
He added: ’TBWA is aware of this approach and has successfully retained
the Holsten business for many years. It may well continue to do so, but
in a year when our newly independent status allows us to look at many
other options we must ensure that we have the right strategic partner to
deliver the required advertising support.’
Holsten took sole responsibility for its UK brands last year, ending its
relationship with Scottish Courage which had handled the marketing and
distribution of the Holsten brands in the UK. At the time, Holsten said
it would increase its marketing spend, upping the spend on Holsten
Export to around pounds 3 million.
TBWA became the first agency to sign up the entire rights to a show in
1998 when it created a series of TV spots featuring characters and
sketches from the BBC comedy series The Fast Show.
Holsten Pils has a strong heritage of humorous campaigns using comedy
stars of the moment. A three-year stretch from 1995 used the actor Jeff
Goldblum, followed by the American comic Denis Leary.
One of the most memorable campaigns in the 80s featured the comedian
Griff Rhys-Jones appearing in black-and-white movie classics.