Campbell’s has centralised its entire $30 million European
advertising account into Young & Rubicam, in a move which deprives
Saatchi & Saatchi of its #3.5 million soup brands in the UK.
The European rethink follows Campbell’s decision to consolidate its
major advertising assignments, worth $300 million, into two global
agencies, Y&R and BBDO Worldwide.
In the UK, Y&R adds soups to its existing Homepride sauces business,
which it won from HHCL & Partners as part of an earlier realignment in
1997.
Alison Levitt, Campbell’s UK commercial director, said: ’We had a
long-standing, high-quality and enjoyable relationship with the team at
Saatchis.
Y&R has been doing a great job for us on Homepride, particularly around
the launch of Potato Bakes, and we look forward to working with them on
the soup assignment.’
Tamara Ingram, Saatchis’ joint chief executive, commented: ’Global
consolidation is a trend across advertising. There are swings and
roundabouts. We are fortunate enough to have had some go our way. We
wish Campbell’s UK well. It has been a great and loyal client.’
As part of the consolidation, Y&R retains Campbell’s soup and sauces
advertising in the bulk of Asia and the Chunky soup brand in North
America.
In addition, it gains all Pepperidge Farm brands in the US including
Goldfish crackers and Pepperidge Farm cookies and breads which
previously were handled by Saatchis. Y&R also picks up Campbell’s global
beverage brands, V8 and V8 Splash, from Foote Cone Belding New York.
BBDO Worldwide will continue to work on the bulk of the soup business in
the United States, Canada, Mexico and Australia.
Dale F. Morrison, Campbell’s president and chief executive officer,
said: ’Consolidating our advertising agencies will provide better focus,
alignment and overall global capability as we continue to grow our
brands.’
