John West shifts DM into Arc to improve marketing synergy

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."

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