Grey Worldwide London has picked up the &£10m consolidated Dairy Crest business – the first competitive win for Grey for more than three years, and the first under new chief executive Garry Lace.
Grey already handles a large portion of the Dairy Crest business, but beat off competition from Mustoes, and in the final stages Banks Hoggins O’Shea/FCB. Fellow incumbent Abbott Mead Vickers. BBDO declined to repitch and Clemmow Hornby Inge pulled out halfway through. The pitch was handled by the AAR.
Grey handles advertising for Cathedral City, spread brands Clover and Willow, and milkshake brand Frijj. It also created the &£2.5m launch advertising for olive oil spread Argento (MW June 6, 2002).
The agency takes on the Golden Churn, Utterly Butterly and Vitalite accounts, which were bought in October from Uniq-owned St Ivel for &£86m.
Last week, Dairy Crest moved its media planning and buying business out of OMD UK and into John Ayling & Associates (MW last week).
By buying the St Ivel business, Dairy Crest is shifting its focus to branded goods. Chief executive Drummond Hall says this is the main growth area for the company.