MPGM demise prompts £3m Sacla and £2.5m Danepak agency reviews

Danepak Bacon and Sacla pasta sauces are both reviewing their agency arrangements following last week’s announcement that creative agency Mitchell Patterson Grime Mitchell (MPGM) is to close.

At least two of the agency’s accounts – Bayer and Cornhill Direct – are moving to Baby Creative, an agency that was set up by former partners of MPGM three years ago. Another four accounts are said to be close to moving to Baby Creative, which is also taking the majority of the agency’s staff.

Tulip International, the parent company of Danepak and Tulip Bacon, is no longer working with MPGM and is undergoing an internal review of its creative strategy. Its account is worth £2.5m.

Danepak and Tulip brand manager Henry Leyland says that Tulip is still developing the marketing strategies for both brands and that the appointment of a new agency would depend on a review of its internal strategy. He denies that it has started looking for a new agency.

Sacla managing director Clare Blampied says that the company was reviewing its position following the agency’s closure, but has not started looking for a new agency to handle its £3m account. She adds that Sacla is focusing on below-the-line and sampling campaigns to raise brand awareness.

The closure also affects a range of other brands, including Indian food brand Patak’s, Seiko watch brands Pulsar and Lorus, and Trigon Snacks, which owns the Planters nut range. Tea brand Twinings started a review of its account in November (MW November 6, 2003).

Fiona Mannion, Patak’s marketing manager, says that the brand will continue to work with MPGM until it officially closes at the start of April. Seiko group marketing manager David Innes says that it only used MPGM on a project basis and would no longer be using the agency. Trigon Snacks was not available for comment.