John West shifts account out of Tequila into Arc

LONDON - John West has moved its direct marketing account out of Tequila\Manchester and into Arc without a pitch.

The move will see the agency work closely with its sister Publicis Groupe agencies Leo Burnett and Starcom Motive, which handle the brand's above-the-line and media accounts respectively.

Jane Hilton, John West's marketing manager, said: "We were very impressed with the approach Arc took towards the John West brand and, by working with Leo Burnett and Starcom Motive closely, we can expect an even greater synergy between our different levels of marketing."

The brand's advertising focuses on the idea that it only selects the best fish. The most recent campaign, a press ad called "wave", uses the strapline: "Straight from the sea. John West." It employs a shot of a can lid that has been made to look like a wave.

The brand's famous "bear" ad, in which a fisherman wrestles a bear, directed by Danny Kleinman, won a Cannes gold Lion in 2001.

The brand's new relationship with Arc will result in a number of these ideas being used below the line.

Jamie Matthews, a board account director at Arc, added: "A good campaign comes from one big idea translated into various disciplines. Having two agencies so closely associated ensures nothing escapes as there is no chain for it to pass down."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus