Northern Foods has decided against the pounds 10 million media
centralisation of its diverse portfolio of brands, but has put the Fox’s
Biscuits account up for review.
MindShare, the incumbent media agency on Fox’s, will be invited to pitch
alongside BBJ and Zenith Media.
In May, Northern Foods appointed the media auditing company, Barsby
Rowe, to look at whether it should centralise all its media business to
achieve a more coherent strategy and greater cost efficiencies.
The incumbents on the business are Zenith Media, which handles Eden
Vale, CIA Media Solutions Manchester, which has Dalepak, BBJ, which
runs Green Isle Pizza, Motive Communications, which has the Pork
Farms business, and MindShare with Fox’s Biscuits.
Each business, with the exception of Fox’s, felt they were happy with
their media arrangements.
Given the diversity of the brands and their businesses, it was decided
that a media centralisation was not viable.
Bill McKeever, the marketing director of Northern Foods, said: ’We
decided that there were benefits to be gained from co-ordinating our
activities but they were not so huge and not of the scale that they
should be done absolutely now.’
McKeever added that once a centralised tracking system for media buying
was put in place, a media centralisation may again be considered, but
until then each individual brand could pursue their own strategy.