Three pitch for £3.5m Worthington Creamflow business

Bass Brewers is holding a three-way pitch for its £3.5m Worthington Creamflow business after dropping roster agency WCRS.

Bass Brewers is holding a three-way pitch for its &£3.5m Worthington Creamflow business after dropping roster agency WCRS.

WCRS was taken off the account last week as part of Bass’ plan to employ a separate agency for each of its five key brands. It will continue to handle Bass’ market-leading Carling lager brands.

Bass spokesman Stuart Cain says: “WCRS has not done anything wrong. We have just said to it that, because of the strategy review, we will be looking for someone else for Worthington.

“Our aim is to have a separate agency dedicated to each of our key brand. We want agencies to be totally focused on the brand in question, rather than being split across two or three.”

Bass’ Tennent’s brand is handled by the Leith Advertising Agency; Roose & Partners has Caffrey’s; while Grolsch is handled by EURO RSCG.

WCRS has held the Worthington account for four years, having snatch-ed it from former roster agency Bates Dorland.

In the past year, the brewer has spent &£10m marketing the Worth-ington brand, including the “It’s a man thing” TV campaign, and &£5m sponsoring football’s Worthington Cup, as part of its five-year, &£23m deal.

One supermarket buyer says: “The draughtflow, or ‘widget’, sector is in decline. There is only room for two brands in the market: Boddingtons and John Smith’s. Worthington is still not a key brand in the South.”

Bass claims Worthington recently overtook Tetley to take third place in the draughtflow sector, having increased overall sales – across the on and off-trade – by ten per cent.

St Luke’s, Mother and HHCL & Partners are thought to be pitching for the Worthington account.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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