Del Monte hands Bozell Euro brief

Delaney Fletcher Bozell has won Del Monte Royal Food’s pan-European creative account after a pitch against TBWA GGT Simons Palmer.

Initiative Media has won the 3m UK media buying account for the fruit and beverage company after a pitch against CIA Medianetwork.

The appointments follow the departure of Del Monte’s European marketing director Gerry Roads at the end of February (MW March 4), half-way through the pitch process.

Marketing responsibilities for Europe have been taken over by Neil Burchel, who joins as marketing development director from Del Monte’s Russian operation, Lyric Beverages. He will report direct to European commercial director Stephen Thorpe.

Thorpe says: “The Del Monte brand name has been strengthened over the years through the successful marketing campaigns based around the highly effective ‘Man from Del Monte’ advertisements.

“Bozell has presented us with an excellent proposal to take our brand advertising forward to the next level. The forthcoming summer campaign will form an integral part of our marketing drive to build our leading positions in Europe.”

The account was previously held by Young & Rubicam across Europe, while Mediapolis handled the media buying in the UK.

According to AC Nielsen-MEAL, Del Monte spent 1.85m advertising its canned fruit in the UK in the year ended September 30 1998.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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