Publicis scoops McVitie’s and KP

Publicis has been handed a multi-million pound new year gift from United Biscuits, which is to consolidate the global creative work on its McVitie’s and KP brands into the network.

Publicis has been handed a multi-million pound new year gift from

United Biscuits, which is to consolidate the global creative work on its

McVitie’s and KP brands into the network.



The switch ends previous arrangements under which creative work was

split between Publicis and Leo Burnett, although Burnett will retain

media-buying responsibilities.



It means that Publicis will add Go Ahead! and Mini Cheddars as well as

Digestive and Chocolate Homewheat to its existing UB portfolio, which

includes Hula Hoops, Skips, Penguin and Jaffa Cakes.



The extra work is expected to double the pounds 10 million worth of UB

business handled by Publicis in the UK, although the brands in question

spent only pounds 5 million through Burnett last year, according to MMS.

The global consolidation could add a further pounds 40 million to the

group’s international billings.



Richard Hytner, the Publicis chief executive, said: ’We feel that our

work for UB in the UK has been among our best and, as people, we all get

on incredibly well.’



The decision to consolidate is part of a marketing overhaul carried out

by Eric Nicoli, the UB group chief executive, who has been attempting to

turn the company around after years of City criticism.



Despite heavy investment in new product development, UB has yet to

overcome the problem of the decline of the ’everyday’ biscuit market

where its dominance has been hit by own-label ranges.



The changes are being driven by Ed Jackson, a former Unilever senior

executive, who was appointed to the new position of managing director of

development operations six months ago. His brief has been to fuel the

growth of the UB business organically rather than through acquisition

and to extract maximum value from leading brands, including Skips and Go

Ahead!



Publicis’s creative responsibilities will expand to include UB’s key

markets of France, Germany, Holland, Eastern Europe, Malaysia and China.



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