RHM has called in D’Arcy, TBWA GGT Simons Palmer and Saatchi &
Saatchi to pitch for the Mr Kipling business after breaking its links
with the incumbent agency, Grey.
The decision is part of a larger review, spanning RHM’s entire pounds 15
million portfolio of brands. The review is being conducted through
Agency Insight and is expected to be completed next spring.
Abbott Mead Vickers BBDO will also drop off the roster of agencies at
the end of this month following its decision to resign the Robinson’s
brand. No decision has been taken about which agency will take on the
The latest announcement is good news for D’Arcy, which was thought be
the most likely agency to lose business as a result of the review. Paul
Wilkinson, chairman of RHM, launched an outspoken attack on the network
after it decided to absorb the London agency into a single transatlantic
region and dispense with the job of London chairman.
TBWA handles the advertising for RHM’s Sharwood’s brand, Saatchis has
Bisto and D’Arcy has Hovis. The Advertising Brasserie will continue to
work for RHM on a project basis and is currently handling Paxo.
BBJ Media Services, which handles all media planning and buying for the
RHM Group, is unaffected by the review.