Saatchi & Saatchi is to lose the £10m MÃÂ¼ller creative advertising account it has held for more than five years, after the market-leading brand decided to review its advertising strategy.
MÃÂ¼ller managing director Ken Wood says the brand’s growth from niche brand to mass-market leader means a new advertising approach is needed.
“Saatchi has developed some excellent work for MÃÂ¼ller, but it is now time to refresh our advertising as our business moves to a new stage of development,” he says.
MÃÂ¼ller refuses to give details of the new review. However, work for all MÃÂ¼ller’s dessert and yogurt brands, which include Corners, MÃÂ¼llerlight, MÃÂ¼llerice and Yogz, is expected to be handed to one agency.
The brand, which has grown from its UK launch in 1988 to become the second biggest food grocery brand behind Walkers Crisps, has used Saatchi since 1994.