Britvic has broken its long relationship with BBJ Media Services and centralised its 12m media buying and planning into TMD Carat.
The centralisation follows a review between Carat sister agencies BBJ Media Services which handles Tango, TMD (Robinson drinks), and BMP DDB which handles Britvic’s Pepsi brands. The centralisation includes 2m of media for Britvic’s new energy drink Red Card.
Media buying for the various Pepsi brands, Mountain Dew and 7-Up remains with BMP DDB.
BBJ, founded to handle Britvic parent Bass’ media buying, has held the Tango account since its inception and has specialised in research on teenagers and children.
Richard Manaton, Britvic’s director of marketing, says the centralisation was provoked by increasing competition in the soft drinks market: “We have enjoyed a successful working relationship with all our media buying agencies, however, we have made a commercial decision to consolidate our media buying to add value to our business.”
The review follows a series of changes in Britvic’s marketing division. Manaton is understood to be leaving in June. This follows the departure of marketing director Steve Kay four months ago (MW January 24).