BMP DDB’s famous campaign for Walkers Crisps starring Gary Lineker
is likely to continue, at least in the short term, despite the decision
last week to move the account into the BBDO network in a shock
The move, ordered by the brand’s owner, Frito-Lay, and its parent
company, PepsiCo, means all Frito-Lay’s ’flat potato chip’ advertising
will now be co-ordinated from the US, where BBDO New York is the lead
agency on the global account.
The news of the pounds 11 million account loss came as a shock to BMP
and to Martin Glenn, the vice-president, commercial, of Frito-Lay
Europe. ’I found out about it by fax,’ he admitted.
However, fears that creative would also originate in the US appear to
have been allayed and it is understood that Walkers has been told to get
on with business as usual.
Glenn wants the ’no more Mr Nice Guy’ campaign to continue, and it is
likely that new executions will be created by Abbott Mead Vickers BBDO
in the UK.
Paul Weiland, who has directed most of the Walkers ads through BMP, has
said he will be happy to work with AMV in future.
The worldwide consolidation of advertising responsibilities at BBDO
follows discussions with the company’s other roster agencies, DDB and
Young & Rubicam.
The Walkers brand name does not exist outside the UK. In the US,
Frito-Lay’s flat potato chips are known as Lay’s. The company is moving
towards globalising the name, which was recently introduced in Spain to
replace the local brand there.
BMP won the Walkers account from Young & Rubicam in July 1994. The Gary
Lineker campaign launched in January 1995 and, in March that year, BMP
won the Quavers and Doritos brands from AMV without a pitch. In May
1997, BMP’s Doritos idents won it the first UK agency gold at D&AD for
The globalisation of the business began in July 1997 when the Doritos
account was realigned into BBDO.