Y&R triumphs in Campbell’s centralisation

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.’

This article was first published on Campaign