Britvic sell-off alerts agency roster

Britvic's ad agency roster, handling brands such as Tango, Pepsi

and 7-Up, is likely to face a shake-up as a result of its impending sale

for between pounds 400m and pounds 500m.

After months of speculation on Britvic's future, investment bank

Schroder Salomon Smith Barney is circulating a sale document to

potential buyers.

These are thought to include Pepsi, drinks wholesaler Matthew Clark,

Cadbury Schweppes and Britannia - a holding company owned by Bass,

Whitbread and Allied Domecq that owns 90% of Britvic.

The sale could lead to a consolidation of Britvic's roster agencies,

which currently share a pounds 23m ad budget. HHCL and Partners handles

the Tango, Robinsons and Juice Up brands.

Claydon Heeley Jones Mason handles 7-Up and Britvic Soft Drinks and

Abbott Mead Vickers BBDO holds Pepsi in the UK. Of the smaller brands,

Burkitt DDBhas J20, Yellow M handles Purdeys and Aqua Libre and Barrett

Cernis has Ame.

Bass and Britvic refused to comment on the deal or the ramifications it

may have for for agencies.

However, analysts are tipping Pepsi as the most likely contender to buy

Britvic. Pepsi owns 10% of Britvic, which in turn distributes Pepsi in

the UK. Alternatively, Pepsi could buy the carbonated drinks business

including 7-Up, Tango and R Whites lemonade, with the other brands going

elsewhere.

Such an acquisition could leave HHCL split between different clients.

This article was first published on Marketing