Premier Foods shortlists five agencies for review

The five-horse race includes the current incumbents Walker Media and ZenithOptimedia, plus Carat, Starcom and Central Focus.

The decision to consolidate its media into one agency follows Premier's acquisition in July of the Campbell Soup Company, including the Oxo, Batchelors and Homepride brands, for ú460m. The media review is being handled by Agency Insight. Premier Foods spent ú8.2m last year and Campbell spent ú6.9m, according to Nielsen Media Research.

ZenithOptimedia handles media for Campbell's and for Premier Foods brands such as Ambrosia and Branston Pickle.

Central Focus worked with the agency on planning.

Walker handles media for Quorn, which became part of Premier last year, when its owner Marlow Foods was bought for ú172m.

The review does not affect Premier's creative agencies.

This article was first published on Media Week