Incoming Weetabix chief calls review

Weetabix has called a review of its £15m creative advertising business, held by FCB London, to coincide with Humes’ departure.

Weetabix has called a review of its &£15m creative advertising business, held by FCB London, to coincide with Humes’ departure.

The review is being handled by the Haystack Group, and will be overseen by Ken Wood. It is understood that the new chief executive is keen to reinvigorate the brand’s advertising strategy.

FCB’s recent work for Weetabix focused on its energy-giving potential and health benefits. The agency was appointed in 2001 after the company decided to centralise its advertising (MW November 15, 2001). At the time its roster of agencies included Abbott Mead Vickers.BBDO, Lowe and FCB. The company had hoped that the agency consolidation would introduce consistency across its portfolio of brands, which include Alpen and Weetos.

It is not thought that the pitch will affect Weetabix’s media agency, The Allmond Partnership. The agency was appointed to the business following a pitch at the end of last year (MW December 18, 2003).

Both FCB and Weetabix declined to comment as Marketing Week went to press.

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