Publicis has gained nearly 30m worth of United Biscuits’ global business following the company’s decision to axe Leo Burnett from its creative roster.
The move, which brings to an end Burnett’s eight-year creative relationship with the food manufacturer, means Publicis takes on the task of handling international brands such as McVitie’s, Delacre and Keebler.
In the UK, Publicis wins biscuit and snack accounts including the low-fat range called McVitie’s Go Ahead!, Digestive and Chocolate Homewheat and KP Mini Cheddars. It already handles advertising for KP Hula Hoops and Skips, and McVitie’s Penguin and Jaffa Cakes.
Globally Publicis takes on responsibility for a number of biscuit brands in Western and Eastern Europe – including Le BN in France – and in Asia and China.
The review involving Publicis and Burnett was led by Ed Jackson, managing director of development operations at United Biscuits.
The global consolidation of the McVitie’s and KP food accounts does not affect media buying, which remains with Burnett’s media operation.
UB’s frozen and chilled division, incorporating McVitie’s Prepared Foods and Young’s seafood, will continue to be handled by RPM3 and Mellors Reay, which is now integrated into Grey Advertising.