Warburton’s, the family-run bakery, is reviewing its pounds 3.5
million creative account, currently with Ogilvy & Mather.
O&M, which has handled the business for the past three years, will not
repitch. Media planning and buying will remain with O&M’s media
Jonathan Warburton, Warburton’s managing director, confirmed he had put
the business up for pitch through the Advertising Agency Register. He
said: ’After a lot of heart-searching, we believe it’s time for a
It’s like splitting up with your girlfriend.
’It’s a lot harder to do this than to stay still. Sometimes you’ve got
to believe a clean break will give you more input into the brand.’
He added: ’The business has gone through a hell of a lot of change and
we are looking for some new thinking. O&M has been extremely good but
there have been personnel changes there and we have a new team of people
here. We want a fresh set of eyes. The business is developing into new
areas and we need strategic input on that.’
The review will be conducted by Fiona Mitchell, Warburton’s marketing
director. A shortlist will be drawn up within the next ten days.
O&M’s last major work for the baker was a television campaign starring
Derek, a fictional junior member of the Warburton family.
The campaign aimed to highlight the close involvement of the Warburtons
in their bakery business. Previously, Jonathan Warburton and other
members of the family had themselves starred in the ads.
Warburton’s heartland encompasses the Granada, Yorkshire-Tyne Tees,
Central, STV and Border regions. However, Warburton confirmed he was
planning to expand the brand nationally and develop new product lines.