Start-up agency Edwards Groom Saunders (EGS) has managed to secure a place on the Premier Foods roster, to handle its estimated &£6m planning business.
ZenithOptimedia continues to handle buying.
Last year, Premier Foods appointed independent media planning agency Central Focus to work alongside ZenithOptimedia on Ambrosia, Branston Pickle, Loyd Grossman and Typhoo Tea. Central Focus, run by Stephen Gregory, has meanwhile sub-contracted the planning business to EGS – the start-up launched by three former Starcom directors in March.
The Central Focus and EGS “partnership” means the communications planning strategy for the food and beverage company will be run by EGS. Gregory adds: “Central Focus remains the planning agency of record for Premier Foods, and I am employing EGS agency to work with me on the business.”
Premier Foods’ advertising roster includes Ogilvy & Mather, Clemmow Hornby Inge, Delaney Lund Knox Warren & Partners and Publicis, which joined the roster last week after it beat Mother and Grey London to its &£9m Quorn creative account.
The company is reported to be eyeing United Biscuits and Campbell Soup UK as possible acquisitions to fit into its portfolio, which includes Crosse & Blackwell and Smash.