Heinz divides £36m Euro media

Food giant HJ Heinz has split its E55m (£36m) European media planning and buying business between Vizeum and Mediaedge:CIA, after deciding to divide the business into northern and southern European territories.

The two agencies pitched against OMD, the incumbent agency in Italy, to win the business. UK incumbent Starcom Motive dropped out in May, after declining to repitch.

Vizeum, which already handled the company’s media account in the Netherlands, has added Heinz’ UK and France accounts to its business. Mediaedge:CIA, meanwhile, has retained Spain and won Italy and Portugal. The review did not include media in Germany, where Zenith Optimedia was recently appointed.

Heinz brand director in the UK and Ireland Scott Garrett says the company called the consolidating pitch in order to improve efficiency and cut costs. But he adds that the company saw no specific gains from splitting the business, and was keen to retain the two agencies because of the success they had had in the respective countries that they handled.

The agencies will take over all new projects as they develop, with ongoing work still being handled by the incumbents, which will vary on a country-by-country basis. It is likely that Starcom Motive will continue to work with the company until October.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here