Northern Foods axes media centralisation

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.

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.



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