Cowan Kemsley Taylor beats four to 3m Jeyes business

Household goods company Jeyes has appointed Cowan Kemsley Taylor to handle its 3m advertising account after a five-way pitch.

Bartle Bogle Hegarty arm Motive has secured the media buying.

CKT will initially work on Parozone bleach and Bloo toilet freshner but other brands that may also be promoted including Jeyes Baby Wet Ones, Jeyes Fluid and Quickies.

Jeyes began its search after it was forced to pull its brands from McCann-Erickson Worldwide earlier this year, when the agency was handed the conflicting Reckitt & Colman’s global business.

Sue Jefferson, marketing controller at Jeyes, says CKT was chosen because the agency understood the Jeyes ethos. CKT’s appointment represents Jeyes implementation of a new strategy of focusing on core brands.

Jeyes’ chief executive David Callear introduced the core brand strategy. It was adopted following the introduction of new management in 1994 when the board and senior executive team were restructured.

Last year, the company reported an upturn in pre-tax profits of 1.3m, against a 4.2m loss for 1994.

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