The Media Centre has won the 7m media buying and planning account for Quaker Oats.
The business moves from Young & Rubicam, following pitches between BBJ Media Services, CIA Medianetwork, BMP DDB Needham and Pattison Horswell Durden. CIA is believed to have been shortlisted for a second pitch against The Media Centre.
Outgoing commercial director of Quaker Kevan Lawton says the decision to appoint The Media Centre was difficult. “All the presentations were high quality,” he says. “But ultimately it provided the best long-term solution for the management of the media across all of our brands.”
The strength of the agency’s TV buying department is understood to have been central to the win because Quaker’s brands, such as Sugar Puffs, primarily use TV.
The creative work for the account remains at Y&R and Bainsfair Sharkey Trott. Zenith handles the media for Quaker’s Gatorade brand while Pattison Horswell Durden is on the roster following Quaker’s acquisition of Snapple last year.
The Media Centre estimates that Quaker brings its new business wins this year to 80m.