ABF appoints direct roster across all brands

Associated British Foods (ABF) has appointed its first roster of below-the-line agencies to handle projects across its brands portfolio.

The eight-strong roster includes Beechwood, The Clinton Partnership, Dynamo, Geoff Howe Marketing Communications, Raisley, Spinnaker and food services agencies Torch and Jellybean.

The agencies will work across Allied Bakeries, Twinings , Ovaltine, Ryvita, Silver Spoon, ethnic food company G Costa and Westmill Foods. It is not clear if the companies will invite the agencies to pitch for work or if companies will approach the agencies directly when needed.

It is thought that the appointment of the roster suggests that the company is planning to move a significant part of its &£18m above-the-line spend into new areas. It has only used digital and direct work on a limited basis so far. It spent only &£200,000 (Nielsen Media Research) on below-the-line projects last year.

It had previously worked with a number of creative digital agencies to create websites for its larger brands.

The company has confirmed the appointment of the roster, but declined to comment on which specific projects the agencies would be working on.

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