Optimedia scoops 4m Allied Bakeries media

Optimedia has snatched the 4m media planning and buying account for Allied Bakeries from Zenith.

The company, best known for its Kingsmill, Allinson, Mighty White and Sunblest brands, began the media review after the appointment of Frances Brindle as marketing director.

Brindle, who previously worked as new product development manager at brewer Courage, joined Allied Bakeries from Anchor Foods (MW April 17), ending a three-month search to replace her predecessor Paul Ashworth.

Media and marketing spend has recently been concentrated on Allied’s super premium product Kingsmill Gold, which was launched a year ago and is running on TV this month with a 1.2m campaign through Publicis.

The company, which claims to be the UK’s biggest bread producer, announced a restructure of its business in May as the initial stage of a three-year plan. The group was organised into four business divisions reporting to a group board.

The entire creative account for the Allied brands has been held by Publicis since November 1996 and is unaffected by the review.

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