Chick Smith Trott wins 4m Douwe Egberts

Chick Smith Trott is tipped to win the 4m integrated advertising brief for Sara Lee-owned coffee brand Douwe Egberts.

Chick Smith Trott is tipped to win the £4m integrated advertising brief for Sara Lee-owned coffee brand Douwe Egberts.

The Cagney-owned agency is understood to have pitched with sister division Cubo, which specialises in promotional marketing, against Vallance Carruthers Coleman Priest and Albion.

It is understood to be the only agency left in the running in the review, which is being overseen by the AAR.

A campaign is understood to be launching before Christmas, with a push behind both Douwe Egberts’ ground and instant coffee portfolio.

The Sara Lee-owned brand is also understood to have earmarked a significant marketing investment for its Senseo range of coffees and machine, which is part of a co-branded strategy with Philips.

It is thought that the machine’s status as a Christmas gift is a key factor in the timing of the first campaign.

The review was called last month, with the coffee brand open to appointing either an integrated agency to handle its advertising and direct marketing account or appointing separate agencies to the two pieces of business (MW June 5).

Douwe Egberts is the third biggest coffee brand in the UK by market value, according to Mintel data. Nestlé-owned Nescafé had an estimated value of £304m in 2007, followed by Kraft-owned Kenco, with £139m, and Douwe Egberts with £47m.

The win follows an unsettled period for Cagney, with the departure of chief executive Paul Simons and the subsequent promotion of Steve Mattey to replace him. It is undergoing an internal review, which is expectedto lead to organisational changes. CST managing director Nick Simons is also understood to be leaving the company (MW last week).

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