Lowe Lintas loses Weetabix account to Banks Hoggins

Weetabix has centralised its £16 million above-the-line tasks

into Banks Hoggins O'Shea/FCB, stripping Lowe Lintas and Abbott Mead

Vickers BBDO of their coveted accounts.



Lowe Lintas has lost its 12-year hold on the Weetabix account. The news

is a blow for the agency after its "Withabix/Withoutabix" work picked up

creative awards and helped make the brand the market leader by value.

The brands handled by Lowe Lintas, which also include Weetos, Bananabix

and Minibix, spend a combined £10 million, according to AC Nielsen

MMS.



The move also sees Banks Hoggins adding AMV's Alpen and Ready Brek

brands, together worth £5 million, to its existing work on

Advantage. BMP DDB also pitched for the centralised account but failed

to pick up any business.



It is thought that the review was called to look at strategic management

of the brands rather than simply look at the creative output of the

three agencies. The pitch was called in September.



Chris Thomas, the chief executive of Lowe Lintas, said: "We have

consistently generated campaigns for Weetabix that have stood out in the

category.



'Withabix/Withoutabix' was the latest of those campaigns. The consumer

loved it. Obviously we'd have liked to carry on developing famous work

for Weetabix. We will watch its progress with great interest."



Weetabix pared its media roster down to one when it appointed PHD to the

centralised account last year. Western Media was dropped.