Food manufacturer Simplot, which owns brands such as Birds Eye and John West, has launched a review of its creative.
It is not known how many creative agencies are in contention for the Melbourne-based account, but incumbent BWM Dentsu has confirmed it is declining to pitch.
The decision will end an eight-year partnership once BWM Dentsu finishes work on planned projects on 1 September.
BWM Dentsu Melbourne MD Mark Watkin says: “We are immensely proud of the transformative brand work we have delivered in partnership with Simplot, but after eight years of a productive relationship, we have decided to not participate in the review.”
The creative review follows the appointment of Initiative as the brand's media partner late last year after incumbent Dentsu Aegis agency Huckleberry closed down.
According to Nielsen, Simplot spent about $12 million on media in the 12 months to October 2015.
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