Meat and Livestock Commission invites three shops to pitch

The Meat and Livestock Commission has invited three agencies to pitch for an above-the-line project for its English Beef & Lamb Executive.

Fallon, TBWA\London and the incumbent, DDB London, have been briefed to vie for the task.

At the same time, the MLC is also preparing to take on a roster with the three agencies involved in the pitch expected to be appointed.

The move follows a statutory review of the £2 million account, which was launched in October.

MLC's marketing director, Richard Lowe, is overseeing the project, which comes after a number of changes at the commission.

A shift in accountability recently saw marketing responsibility devolved to the individual regions of England, Scotland and Wales.

As a result, each area now competes against the others for UK customers.

The MLC has faced a tough battle in recent years to increase consumers' confidence in British meat. It put £900,000 into a nationwide campaign following the outbreak of foot-and-mouth disease.

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