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.