MediaCom wins £4.5m Baxters

Baxters of Speyside has appointed MediaCom Scotland to handle its &£4.5m media planning and buying account.

The business moves from Feathers Brooksbank and was awarded without a pitch. Baxters marketing director Robin Lambie made the appointment.

The company’s creative advertising account, held by The Union, is unaffected by the move.

The Union recently created an advertising campaign for Baxters soup, which featured chairman and chief executive Audrey Baxter.

Last July, Baxter took over the family-run company, following the retirement of her father Gordon.

The win follows several account wins for the agency, worth &£9.3m. These include Quality Meat Scotland and Rangers Football Club. MediaCom Scotland has been in operation for just under four years

MediaCom Scotland managing director Euan Jarvie says he is pleased with the quality of business MediaCom has won since being in Scotland.

In May, Baxters re-entered the fresh soup market. The company’s first attempt at the sector was aborted at the end of last year following the company’s decision to make the soups itself, rather than use a third party, as it had been doing.

In November, Baxters joined forces with one of Scotland’s best-known celebrity chefs, Nick Nairn, to launch a range of premium restaurant-style sauces.