Bulmers widens agency review to include £8m Strongbow account

Cider-maker Bulmers has opened up its mullti-million pound advertising agency review to include flagship brand Strongbow. The Strongbow account is held by TBWA/London.

Bulmers group marketing director Jon Eggleton had initially denied that the review would include Strongbow, claiming that it would be restricted to the Woodpecker and Scrumpy Jack brands (MW March 27).

Abbott Mead Vickers.BBDO is the roster agency for Woodpecker, while TBWA handles Scrumpy Jack.

Bulmers Spanish lager, San Miguel – handled by AMV.BBDO – is also included in the review, which is being overseen by Agency Assessments.

Bulmers recently announced it was planning a massive push for Strongbow, with a 68 per cent increase in the brand’s advertising budget to &£8m (MW March 20).The company has also confirmed that it has ended its sponsorship of Leeds United Football club, after the Premiership Club opened discussions with several companies about its shirt sponsorship (MW January 23).

Bulmers came under fire last year after it unearthed a &£3.8m hole in its accounts. As a result, it ousted its chief executive and finance director, replacing the former with Miles Templeman, previously head of Whitbread’s brewing arm.

Last year, Bulmers ditched Johnny Vaughan as the face of Strongbow’s advertising and introduced a new strapline, “Get a thirst first”.

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