RHM Foods is reviewing its &£9.8m agency roster as part of a restructure of the food giant’s business units. It comes just weeks after the company called a review of its Bisto business, which is handled by Bartle Bogle Hegarty.
The review will include the bread bakeries division, which includes the Hovis brand and is handled by DDB London, and the Mr Kipling brand, which appointed WCRS to its account last May (MWMay 27, 2004). It is understood that RHM plans to use the review to see whether it needs any more agencies on its roster.
The reorganisation of the business aims to streamline its structure by decreasing the number of divisions from four to three.
The new divisions will be made up of cake and customer partnerships, which will replace Manor Bakeries and absorb the customer solutions division; culinary brands, which will include Centura Foods, McDougalls, Rombouts and RHM Foodservice; and bread bakeries.
The rejig has led to a number of staff changes, including the departure of bread bakeries divisional marketing director Paula Moss. Meanwhile, Centura managing director Ginny Knox, a former marketer, will become chief operating officer of culinary brands.
RHM has shortlisted WCRS, Miles Calcraft Briginshaw Duffy and McCann Erickson for the Bisto and Sharwoods accounts. The latter was handled by TBWA/London until the end of last year.