Britvic abandons HHCL/Red Cell

Britvic Soft Drinks is ending its relationship with HHCL/Red Cell and has put its £6m Robinsons account up for pitch, following a potential client conflict with Coca-Cola, which is also handled by the agency.

HHCL & Partners became part of WPP Group’s Red Cell network in January (MW January 9) and New York sister agency Berlin Cameron/Red Cell works on the core brand Coke Classic in North America.

It is believed that Pepsi, which has a ten per cent stake in Britvic, pressed for the change.

The agency worked on Britvic’s original Tango launch in 1991, but lost the £5m account in February last year to Clemmow Hornby Inge (MW February 7, 2002).

Britvic category director Andrew Marsden says: “We have enjoyed a long and successful relationship with HHCL… however, given that the acquisition of HHCL by Red Cell has resulted in a conflict of interest within the agency, the time is right to look for a fresh approach.” Marsden will oversee the pitch , which is being handled by Agency Insights.

The move also opens up the possibility of HHCL/Red Cell working for Coca-Cola Great Britain, but the agency says that there has been no dialogue so far.

Berlin Cameron/Red Cell recently appointed former global director for Coca-Cola Company brands William Grogan Jr at the Interpublic Group, New York to the new post of president.

Recommended

Can Bliss put back the sparkle in S&N?

Marketing Week

Scottish Courage says there is much demand for its new wine-based drink, Bliss, as the packaged spirits sector is in decline. But the industry doubts RTD is the right way for the brewery to boost its flagging fortunes. By Sonoo Singh The UK’s largest brewer Scottish Courage is on a mission to fill up its […]

Don’t make those cow’s eyes at me…

Marketing Week

People can be squeamish in the most unexpected ways. Take Al-Jazeera, for instance. Lauded for its coverage of the Middle East, and in receipt of an Index on Censorship Award for making the most of its freedom of speech, the channel has found itself under fire (literally, on occasion) for showing footage of dead Americans. […]