Britvic splits 9m media account

Soft drinks giant Britvic has split its 9m media planning for its own brands between MCHI, Bartle Bogle Hegarty and WPP’s Group M, which includes incumbent Mindshare.

Soft drinks giant Britvic has split its £9m media planning for its own brands between MCHI, Bartle Bogle Hegarty and WPPπs Group M, which includes incumbent Mindshare.

Marketing Week has learned the planning has been split between CHI & Partners media arm MCHI and BBH, while Group M has retained the buying for the account.

The move ends the soft drink manufacturers 10 year exclusive relationship with Mindshare, and covers its brand portfolio including Robinsons, Fruit Shoot and Tango.

It is understood Walker Media and OMD also pitched for the business. The review, handled by Creative Brief, was initiated last month following a restructure of the Britvic marketing to create two separate teams to split management of own brands and the licensed PepsiCo brands it handles, which includes the Pepsi range, 7Up, Gatorade and V Water.

The £11m PepsiCo business was not affected by the review. Meanwhile, The Marketing Store has been appointed as the sales promotion agency for Robinsons and Gatorade, Notorious has been appointed as the sales promotion agency for Tango, and KLP will be retained as the sales promotion agency for Pepsi and 7-Up.

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