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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here