TBWA/London resigns from Holsten brief
TBWA/London has resigned its Holsten UK business, ending a 19-year association with the beer brand.
Holsten UK has slashed its advertising budget from a high of &£5.4m in 1999 to &£436,000 in 2003, according to Nielsen Media Research. The agency says it was no longer “economical” to work on the brand. Part of TBWA/London’s remuneration was dependent on sales.
The move also clears the way for TBWA/London to pitch for rival Spanish premium lager San Miguel, whose &£2m creative account is being reviewed by Scottish & Newcastle.
TBWA/London created well-known campaigns for Holsten Pils, featuring Jeff Goldblum, Dennis Leary and Ray Winstone.
Holsten UK managing director Jeremy Main claims its marketing budget of &£12m has remained constant, but it is now looking to focus more of it across its portfolio of brands and below the line.
An industry source suggests that Holsten Pils is no longer as competitive in the UK as it once was, adding that the company is “happy to rely on its heritage, rather than take the fight to the big boys.”
Last year, Holsten UK’s then marketing director Andy Edge called a review before deciding to reappoint TBWA/London. Edge resigned in June last year after six years. Ben Peters was promoted to replace him.
