The UK centralisation for the household goods giant, Benckiser, has
ended bitterly with Manning Gottlieb Media resigning its place on the
media roster and dramatically pulling out of the pitch
Benckiser, which held a media review in 1993 and looked again at the
situation in 1994, kicked off the current rethink last year, as
exclusively revealed in Campaign (3 November 1995).
However, following an extensive performance review by Media Audits,
which reported to the client this week, Benckiser was again unable to
choose between MGM and its fellow roster shop, BMP DDB.
Both agencies were this week sent an additional document, comprising
four questions. These asked what terms would be offered for the
centralised business, what performance criteria could be given with
these terms, and how the agencies would handle the business.
A fourth question, asking what third-party involvement there would be in
the future, is thought to be targeted at the potential tie-up between
BMP and Abbott Mead Vickers BBDO, which was mooted publicly last year.
Nick Manning, the partner at MGM who heads the media independent’s share
of the Benckiser account, said MGM would not be answering the questions,
which he dismissed as ‘a tie-breaker’.
Manning told Campaign: ‘It seems Benckiser can’t separate us on
performance, so it is trying to find another way, but that is not the
MGM way. We are about clever thinking and good media value. This is a
shabby end to a great five-year relationship.’
It is understood that the pressure to centralise has been coming from
the German head office of the company. MGM handled pounds 1 million of
TV billings for the fine fragrances brands, and sub-contracted another
pounds 1.5 million of press buying through the marketing and media
consultancy, Inquisitor. This is now all likely to move into BMP.