Heinz has handed the entire advertising account for its sauces in northern mainland Europe to EURO RSCG Worldwide. But the UK market will continue to be handled by Bates Dorland.
EURO RSCG, already the agency of record for Germany, has clawed a greater share of business as a result of a category restructure at Heinz. Marketing has recently been organised along category management rather than geographical divisions.
A Heinz spokesman says: “Heinz and EURO RSCG will carry out a strategic advertising review over the next few weeks to determine media mix and spend.” Mainland Europe includes Germany, France, Benelux and the Nordic countries.
Bates Dorland will continue to handle sauces in the UK as part of the 17m Heinz Grocery and 4m Frozen and Chilled brand accounts. Leo Burnett scooped the 3m creative and media buying account for Heinz subsidiary John West Foods at the end of last year (MW, December 18 1997).
EURO RSCG no longer handles any UK Heinz business after it was forced to resign the frozen account due to a conflict of interest with HÃÂ¤agen-Dazs.