Mindshare nets £23m Britvic

MindShare has won the media buying and planning accounts, worth more than £23m, for both Britvic’s and PepsiCo’s soft drinks brands.

MindShare has won the media buying and planning accounts, worth more than &£23m, for both Britvic’s and PepsiCo’s soft drinks brands.

Incumbents BMP OMD, which handled Pepsi’s &£10.2m buying account, and Michaelides & Bednash, which ran Britvic’s planning account, both lost out in the pitch. Walker Media and Zenith Media also pitched for the business.

Carat, which had handled the &£13m buying account for Britvic’s brands, including Tango and Robinsons, declined to pitch for the consolidated account, owing to its commitments to Coca-Cola in Europe.

Britvic handles the distribution of PepsiCo’s Pepsi Cola, Pepsi Cola Diet, Pepsi Max, 7-Up and Mountain Dew in the UK.

Andrew Marsden, marketing director at Britvic, comments: “Consolidation of our media planning and buying activities will strengthen our competitive position.

“The move demonstrates our commitment to promoting a portfolio of brands and recognises the importance of media in building those brands.”

Simon Rees, managing director of MindShare, who led the pitch, says: “It was a team effort and reflects the breadth of our service.”

MindShare’s three-year contract for media buying and planning will take effect from the beginning of September.

Britvic is also reviewing the creative accounts for its smaller brands. R Whites Lemonade, Britvic fruit juice, J2O and Red Card.

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