Weetabix has called a review of its pounds 17 million media planning and buying business as it moves to centralise the work into a single agency.
The company's brands are split between three agencies, with Western holding Fruitibix, Weetos and the parent brand Weetabix, New PHD handling Ready Brek and Alpen, and Banks Hoggins O'Shea/FCB working on the Advantage account.
New PHD and Western are both expected to pitch for the centralised account. It remains unclear whether Banks Hoggins will be invited to repitch. The company is also understood to have widened the net to include non-incumbent agencies.
It is believed that Carat, Starcom Motive and MediaCom TMB have been invited to pitch. None of the agencies were available for comment as Campaign went to press.
Weetabix is now Britain's biggest cereal brand, having overtaken Kellogg's Cornflakes for the first time with a 12.5 per cent sales increase in the year leading up to April 2000.
The creative accounts for Weetabix brands are split between Abbott Mead Vickers BBDO, Lowe Lintas, which produced the 'Black Beauty' spot for Weetabix's parent brand, and Banks Hoggins. Creative arrangements are believed to be unaffected by the review.
Weetabix ditched its 'Have you had yours?' campaign for the 'Withabix/Withoutabix' executions earlier this year. The campaign, developed by Lowe Lintas, was a big winner at this month's Campaign Poster Awards, picking up silver awards for best 48-sheet and best outdoor campaign.