Cowan Kemsley Taylor and Motive have scooped the pounds 3 million Jeyes
account following a head-to-head shoot-out against BST-BDDP and Pattison
The full-service account came up for grabs last January when its rival,
Reckitt and Colman, centralised its creative account into the Jeyes
incumbent, McCann-Erickson. TMD Carat continued to handle media buying
for Reckitt and Colman.
McCanns was forced to resign the Jeyes creative account immediately,
although its media dependant, Universal McCann, initially tried to hold
on to the media business.
At the same time, Reckitt and Colman’s roster agencies, BST, TBWA and
CKT also lost their share of the household goods giant’s business. CKT’s
contract expires at the end of this month.
Jeyes shortlisted four agencies together with their media partners: BST
and Pattison Horswell Durden, CKT and Motive, Walsh Trott Chick Smith
and John Ayling and Associates and one other.
The client has chosen CKT and Motive to develop TV campaigns for some of
its best-known brands, including Bloo toilet freshener, Jeyes Baby Wet
Ones, Jeyes Fluid and Quickies. Jeyes last appeared on TV earlier this
year with ads for Parazone.
CKT has a track record of working in the household goods area. Working
for Reckitt and Colman, it has devised campaigns for brands such as
Dettox, Dettol, Harpic and Mr Sheen.
Paul Cowan, the managing director of CKT, said: ‘The brand potential in
Jeyes is enormous and that’s an exciting proposition for us. We chose to
work with Motive because it has a very clear and strategic approach to
media and a good track record with building brands.’
Sources suggest the TV work will roll out later this year. For Jeyes,
this is strategically important. The household goods market has been
moving inexorably towards own label brands. Jeyes was bought out by its
management in 1994 when the board and senior executive team was
restructured. At the same time, the client adopted a new strategy of
focusing marketing spend on core brands.