Naked takes on £11m Campbell planning brief

Campbell Grocery Products has taken its £11m media planning business away from Zenith Media and handed it to Naked.

Campbell Grocery Products has taken its &£11m media planning business away from Zenith Media and handed it to Naked.

The move follows an internal review, overseen by Campbell’s interim marketing director Rob Rees.

Zenith will continue to handle media buying for the food company, but, as of this week, Naked takes over the planning business on brands including Homepride and Oxo. Previously, Naked had only handled planning for Batchelors’ Supernoodles.

Rees says: “Naked examines different ways of solving business problems. It has done very well on Supernoodles and we felt that we needed to be a bit smarter and different in a number of areas.”

Rees adds that there were no plans to review the advertising, which is split between Abbott Mead Vickers.BBDO and Mother.

The media switch will be one of Rees’s last initiatives for Campbell in the UK, before moving to Campbell’s Irish operation in a troubleshooting role.

In two weeks, Tim Perman, a former Clairol marketer, joins as the permanent marketing director (MW August 22).

Perman will be the second director-level appointment in the past three months. Campbell also appointed Brian Mirsky as managing director after the previous incumbent Alison Levett left to “pursue other interests” (MW July 4).

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