Seven Seas calls time on long-term agency relationship

LONDON - Seven Seas, the healthy vitamins manufacturer, is on the hunt for an agency to handle its advertising account, after ending its 25-year relationship with the incumbent, Principles Agency.

Seven Seas: calls ad review
Seven Seas: calls ad review

The review comes as part of a change in strategy by Seven Seas, which will see the brand align more closely with its parent company Merck on a global scale.

Seven Seas is now understood to be in talks with agencies regarding its advertising business, with a newly appointed shop set to begin working on the account from July.

Principles Agency first won the Seven Seas business in 1985, and has since created a number of iconic campaigns for the brand, including the "Twist" TV ad that encouraged consumers to "do the Seven Seas twist" in order to keep their joints healthy.

The Leeds-based agency will not be making any redundancies as a result of the account loss.

Chris Goodwin, the founding partner of Principles Agency, said: "Principles Agency has enjoyed an incredibly successful, evolving relationship with Seven Seas for a quarter of a century and is proud to have contributed towards the company's position as a brand leader in healthcare.

"We understand the client's change in direction and the impact of clients operating in a global environment."

Seven Seas currently sells a number of healthcare products, including Seven Seas Cod Liver Oil, Multibionta and Haliborange.