Warburton’s picks BBH for 3.5m brief

Warburton’s, the family-owned bakery group, has handed its 3.5m creative account to Bartle Bogle Hegarty a month after parting company with Ogilvy & Mather.

Marketing director Fiona Mitchell says: “We are finalising details but I have no doubt that we will appoint BBH.”

BBH will work on branding strategy for the next three to four months before creating the next phase of TV advertising.

O&M held the account for three years and devised the current campaign which features Derek, a fictional member of the Warburton family, to emphasise the core values of the family-run company.

Warburton’s approached the Advertising Agency Register after a number of personnel changes at O&M. It is understood that St Luke’s and Leo Burnett were involved in discussions.

WPP media operation MindShare will retain the media buying and planning account. Mitchell says there are no plans to review it at present.

The Lancashire-based Warburton’s business started out as a corner shop in 1876 and now has an annual turnover of over 140m. It shed a chain of 220 shops in 1996 to focus on the wholesale bakery business.

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