Ronseal’s “Does exactly what it says on the tin” advertising could be axed as the DIY brand reviews its &£2.5m creative account held by Griffin Bacal.
The company is believed to have arranged to see agencies over the next couple of weeks, and a decision is expected to be made quickly. The AAR (Advertising Agency Register) is conducting the search.
Griffin Bacal is likely to repitch for the account.
Media buying is through TMB Mediacom, and this is not affected by the review.
Griffin Bacal has held the Ronseal account for four years following a four-way pitch in September 1995 against incumbent HHCL & Partners, Mustoe Merriman Herring Levy and Leagas Shafron Davis Ayer.
HHCL created the straight-talking Ronseal ad line in 1993, and Griffin Bacal continues its use.
Ronseal marketing director Ged Shields says: “The ‘It does exactly what it says on the tin’ campaign has proved to be incredibly successful for us and we are now looking at ways to take it to the next stage in its development.”