New PHD scoops £17 million media account

- New PHD has scooped the £17.3 m centralised media account for Weetabix, following a five-way pitch against Western Media, OMD UK, StarCom Motive and MediaCom TMB.

- New PHD has scooped the £17.3 m centralised media account for Weetabix, following a five-way pitch against Western Media, OMD UK, StarCom Motive and MediaCom TMB.

New PHD will add brands such as Frutibix, Weetos and the main Weetabix brand from Western to its existing portfolio, which includes Alpen and Ready Brek. Banks Hoggins O'Shea's media division worked on the Advantage brand.

Western, which handled the lion's share of the Weetabix business with a slice of £12.8 million, faces the loss as it prepares to merge into Initiative Media over the next few months.



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