Gallaher, the tobacco company, has split its below-the-line account between Haygarth and incumbent Ignis. It is thought to be worth about £1m.
Ignis will oversee itsfestival activation programme, while Haygarth will handle retail activity. The company called the review, which was overseen by the AAR, in the autumn (MW.co.uk October 29).
Companies such as Imperial Tobacco and the Japan Tobacco-owned Gallaher, have sought to capitalise on this year’s economic downturn, with the launch of cut-price packets of cigarettes.
Imperial Tobacco, which makes brands such as Lambert & Butler, has launched a new brand called JPS Silver, priced at £4.21 for a pack of 20. Similarly, Gallaher announced in October that it would reduce prices on its budget brand Sterling by 7% to £4.20 a pack.
The appointment of Haygarth and Ignis comes less than a week after the Government announced plans to ban tobacco displays in England and Wales.