Ryvita talks to roster agencies about roles

Ryvita Company, the crispbread and cereal manufacturer, is talking

to agencies about its £1.3 million above-the-line creative


Philippe Seurre, the sales and marketing director at Ryvita, confirmed

that the company was in the early stages of talks. He claimed, however,

that the company was only considering Ryvita parent Associated British

Foods' roster agencies. These include Publicis, which handles Ryvita and

Allied Bakery brands for ABF.

"We've been talking to a couple of agencies within the group," Seurre

admitted. "At the moment there are no current plans. I want to evaluate

and get to know what the other agencies do for the group."

Seurre said that he wanted to establish a "best practices" approach to

the advertising of Ryvita. The media account, which is held by

Optimedia, is not affected by the review.

Seurre also was adamant that even though he was in talks with roster

agencies, it did not necessarily mean that the account would move out of

Publicis. "No decision has been made at the moment - there are no

current plans to move," he said.

Although Publicis has held the account for two years, Ryvita has a

history of regularly reviewing the task. When Publicis took over the

work in 1998, it became the sixth agency in nine years to be handed the

job of transforming the brand.

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