Saatchis on alert as Flymo talks to shops

Flymo, whose advertising famously fuelled the long-running lawnmower war with its bitter rival Qualcast, is talking to agencies about the future of its account, threatening Saatchi & Saatchi’s 15-year hold on the business.

Flymo, whose advertising famously fuelled the long-running

lawnmower war with its bitter rival Qualcast, is talking to agencies

about the future of its account, threatening Saatchi & Saatchi’s 15-year

hold on the business.



The County Durham-based company is understood to have lined up four

agencies from the North of England and London to pitch for the

business.



Tamara Ingram, the Saatchis chief executive, said the agency had not

been told of a review, although it was aware the company was considering

its plans for the next two years. ’We’ve had a wonderful relationship,’

she added.



An industry source said the review was part of a gearing up by the

company in advance of next spring’s peak sales period. ’Flymo has to

start talking to the trade early,’ he said.



The history of aggressive advertising between Flymo and Qualcast

stretches back to the early 80s, when Qualcast threw down the gauntlet

with its ’A lot less bovver than a hover’ campaign through WCRS.



Saatchis won the account from the then Butler Dennis Garland in July

1985 and devised the line ’Why slomo when you can Flymo’.



In 1992 the agency cast the actors Maria Aitken and David Lodge as Her

Ladyship and Jethro the gardener in a TV campaign. They gave way to a

’living garden’ created by Jim Henson animators.



The Flymo brand has not featured on TV since 1997.



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