Britvic abandons HHCL/Red Cell

Britvic Soft Drinks is ending its relationship with HHCL/Red Cell and has put its £6m Robinsons account up for pitch, following a potential client conflict with Coca-Cola, which is also handled by the agency.

HHCL & Partners became part of WPP Group’s Red Cell network in January (MW January 9) and New York sister agency Berlin Cameron/Red Cell works on the core brand Coke Classic in North America.

It is believed that Pepsi, which has a ten per cent stake in Britvic, pressed for the change.

The agency worked on Britvic’s original Tango launch in 1991, but lost the £5m account in February last year to Clemmow Hornby Inge (MW February 7, 2002).

Britvic category director Andrew Marsden says: “We have enjoyed a long and successful relationship with HHCL… however, given that the acquisition of HHCL by Red Cell has resulted in a conflict of interest within the agency, the time is right to look for a fresh approach.” Marsden will oversee the pitch , which is being handled by Agency Insights.

The move also opens up the possibility of HHCL/Red Cell working for Coca-Cola Great Britain, but the agency says that there has been no dialogue so far.

Berlin Cameron/Red Cell recently appointed former global director for Coca-Cola Company brands William Grogan Jr at the Interpublic Group, New York to the new post of president.


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