TBWA has been dropped from the 2m UK Evian mineral water account, which it has handled for the past ten years.
The business has been moved into EURO RSCG Wnek Gosper; the agency handles the brand in France and across the rest of Europe. It is unclear what will happen to the account in the US, which is also handled by TBWA.
The decision to move the account was taken by Marc Mathieu, managing director of Premier Waters, the company that distributes the Evian and Volvic brands in the UK. He joined the company in October last year from Premier’s parent company the Danone Group. Mathieu has switched to EURO RSCG following tests comparing French and UK advertising.
Sources suggest that Premier Waters wants to boost the Evian brand because sales of mineral water in general are sluggish and branded mineral water is increasingly having to compete against own-label versions.