Holsten UK has appointed Fallon to its advertising account, following the recent resignation of TBWA/London from the business. The appointment was made without a formal pitch.
According to Nielsen Media Research, Holsten UK has slashed its advertising budget from a high of &£5.4m in 1999 to &£436,000 in 2003.
TBWA/London resigned the business claiming that it was no longer “economical” to work on the brand, as part of its remuneration was dependent on sales (MW January 15). This ended a 19-year association with the brand, which witnessed a series of campaigns featuring celebrities such as Jeff Goldblum and Ray Winstone.
The appointment of Fallon follows a takeover bid for Holsten’s parent company Holsten Brauerei, by Carlsberg. The Carlsberg deal is expected to be completed by April, subject to regulatory approval. Carlsberg’s UK brands include Carlsberg, Carlsberg Export, Tetley’s and Skol. It uses Saatchi & Saatchi for its advertising. Fallon’s brief will be to develop a Holsten Pils campaign for this spring.
The appointment was overseen by managing director Jeremy Main and marketing director Ben Peters.