Roose & Partners to take on Worthington after five-way pitch

Roose & Partners has picked up the pounds 4 million Worthington

business after a three-month pitch process.

Bass called a review on the Worthington account in April this year. The

account had been with Publicis for only 15 months. Five agencies are

believed to have pitched, including Magic Hat and the recently closed

Advertising Brasserie.

Strategy for the advertising has yet to be decided, but Bass announced

that it was putting more than pounds 10 million behind the Worthington

brand over the next year, so the spend is expected to rise.

The appointment means the end of the campaign starring the Madness

frontman Suggs, who recited a modernised version of Kipling's famous

poem If in the brand's most recent work.

Ed Will, the managing partner at Roose, said: "The sector lacks stature

and reward for its drinkers. We want Worthington and Caffrey's consumers

to walk a little taller when they order these brands."

Mark Hunter, the marketing director at Bass, said: "This sector of the

market faces particular challenges and with this in mind we decided to

review our existing agency arrangements. Roose was appointed due to its

understanding of the market and its creative solution."

The appointment strengthens Roose's place on the Bass roster. It won the

brief to relaunch the alcopop Reef in August last year, after a pitch

against the Advertising Brasserie.

Its subsequent "haka" commercial was branded racist by the Independent

Television Commission in February. Its portrayal of the haka was also

reported to have offended New Zealanders.

The agency won the Caffrey's account in 1999.