EXCLUSIVE: FMCG Simplot has appointed DDB Melbourne to its John West brand, BWM to Leggo's, and is poised to appoint Venus Advertising to Lean Cuisine, after a four-way pitch.
Simplot pitched out the three brands after splitting with incumbent agency Grey Melbourne in June. DDB, BWM and Venus battled it out with Clemenger BBDO Melbourne in a four-way pitch.
BWM already handles Simplot brands Bird's Eye, Edgells and I&J.
BWM executive planning partner Jamie Mackay said: "This appointment is a fantastic vote of confidence from the Simplot team and strengthens the long term working relationship with our founding Melbourne client. Leggo’s is an Aussie icon with a very exciting growth plan and we look forward to being part of it.”
Simplot general manager, marketing, Tara Lordsmith said: "Leggo's is a critical brand for Simplot and awarding the assignment to BWM Melbourne reflects the excellent work the team has done to date for us and our continued confidence in them achieving results on the next campaign for Leggo’s.”
Leggo's spent $2.7 million on main media in the 12 months to May 2011, up from $2.1 million in the prior period, according to Nielsen. John West spent $2.6 million, up from $1.8 million, while Lean Cuisine spent $2.4 million, up from $600,000.
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