DDB parts company with Hovis account

DDB London is parting company with bakery brand Hovis after six years as the parent company Premier Foods gears up for a consolidation of its £26m advertising account.

The agency, then BMP DDB, won the £5m Hovis business at the start of 2001 (MW January 4, 2001). It was previously handled by D’Arcy.

It is understood that DDB is not pitching for the consolidated business due to potential conflicts with other clients. Premier Foods’ portfolio also includes the Mr Kipling, Loyd Grossman and Typhoo brands.

DDB is credited with creating a new direction for the bread brand, moving it away from the “Raised the Hovis way” strapline and Dvorak’s New World Symphony signature tune.

Premier Foods began the review in August with a view to consolidation or slimming down the roster following its acquisition of Hovis-owned RHM (MW August 9).

The advertising is split between a number of roster agencies, with CHI & Partners holding the lion’s share. Delaney Lund Knox Warren, McCann Erickson and Publicis work on various brands.

It is understood that potential cost efficiencies are driving the review, which also follows the consolidation of media planning and buying into Starcom (MW July 19).

The company’s £1.3bn acquisition of RHM was completed in March. Premier Foods also bought Campbell’s Soup Company in 2006 and the Quorn brand in June 2005 as part of an acquisition of Marlow Foods. Premier was part of the Hicks Muse Tate & Furst Group and floated on the stock market in 2004.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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