Premier Beverages’ 4m advertising account is expected to be split between Saatchi & Saatchi and incumbent Delaney Fletcher Bozell following a last-minute change of pitch list.
Originally the pitch list consisted of Delaney Fletcher Bozell, Grey, Abbott Mead Vickers.BBDO and WCRS.
However, a new executive joined Premier this month – general manager marketing Gabi Baron – who knocked off AMV, Grey and WCRS and added Saatchi and one other.
The appointments are awaiting board approval, expected later on this week.
Saatchi is understood to have won the tea business, which includes the Typhoo and Fresh Brew brands, while Delaney Fletcher Bozell retains the Cadbury’s drinking chocolate account, including brands such as Options. Baron, who joined from Procter & Gamble, has worked with Saatchi in the past.
The media, which is handled by BBJ Media Services, is not affected.
The bulk of the spend will go on Typhoo tea, which languishes behind PG Tips and Tetley in the tea market. But Baron has told Market ing Week (June 19) that she will not look to new product development (npd) to build the brand. Earlier this year PG Tips launched pyramid-shaped bags.
Baron, who will not confirm either appointment, says: “What I was looking for in an agency was the ability to be a strategic partner, the ability to get key customer insights and outstanding creativity.”