EURO RSCG poised for 10m Häagen-Dazs win

EURO RSCG Wnek Gosper is tipped to scoop the 10m pan European advertising account for premium ice cream brand Häagen-Dazs, beating Young & Rubicam, BST.BDDP and WCRS to the business.

The appointment follows a review of advertising strategy for the brand by Martin Jamieson, installed as managing director of Grand Metropolitan’s Pillsbury subsidiary last September.

Bartle Bogle Hegarty, the incumbent UK agency, is thought to have declined to pitch following reports of a rift with Jamieson. The two sides are understood to have clashed after the client questioned the previously successful “sex sells” creative approach.

“A final decision will be made on Friday,” says Jamieson.

Pillsbury wishes to see the new agency continue to push the brand as a premium adult treat in its major European markets.

EURO RSCG is less likely to use an erotic spin, which is believed to work less effectively as a creative strategy outside the UK.

Lagon, Paris-based sister agency to EURO RSCG, already holds the Häagen-Dazs account in France.

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