Procter & Gamble has awarded Saatchi & Saatchi the £30m assignment for fruit drink Sunny Delight in all markets outside the US and Europe. It has now become the sole global agency for Sunny Delight.
The move crowns 18 months of lobbying by Saatchi to become the sole agency for the drink, which has a total advertising budget of £95m. The extra brief was awarded to the agency without a pitch.
Last January, P&G – the world’s biggest advertiser – awarded Saatchi the £45m account in Europe. In June this year the network won the £20m US account from DMB&B.
The move is understood to be part of P&G’s strategy of cutting marketing costs by slimming down the number of agencies it uses. The company spends £2bn a year on advertising.
In January this year P&G ended its 43-year relationship with Euro RSCG as a result of its restructuring policy. The company’s global roster agencies are now Leo Burnett, DMB&B, Grey and Saatchi.
At the time P&G vice-president of global marketing Denis Beausejour said: “These moves are part of an effort to simplify the agency line-up for our brands.”
The win is a bright spot in a bleak week for Saatchi.
BAT pulled its £50m Rothmans, Dunhill and Cartier cigarette brands business from the agency. Dessert manufacturer MÃÂ¼ller announced it would review its £10m account out of the agency. And Saatchi failed to win the Post Office’s £35m consumer account, which remained with incumbent Bates UK.