DDB parts company with Hovis account

DDB London is parting company with bakery brand Hovis after six years as the parent company Premier Foods gears up for a consolidation of its £26m advertising account.

The agency, then BMP DDB, won the £5m Hovis business at the start of 2001 (MW January 4, 2001). It was previously handled by D’Arcy.

It is understood that DDB is not pitching for the consolidated business due to potential conflicts with other clients. Premier Foods’ portfolio also includes the Mr Kipling, Loyd Grossman and Typhoo brands.

DDB is credited with creating a new direction for the bread brand, moving it away from the “Raised the Hovis way” strapline and Dvorak’s New World Symphony signature tune.

Premier Foods began the review in August with a view to consolidation or slimming down the roster following its acquisition of Hovis-owned RHM (MW August 9).

The advertising is split between a number of roster agencies, with CHI & Partners holding the lion’s share. Delaney Lund Knox Warren, McCann Erickson and Publicis work on various brands.

It is understood that potential cost efficiencies are driving the review, which also follows the consolidation of media planning and buying into Starcom (MW July 19).

The company’s £1.3bn acquisition of RHM was completed in March. Premier Foods also bought Campbell’s Soup Company in 2006 and the Quorn brand in June 2005 as part of an acquisition of Marlow Foods. Premier was part of the Hicks Muse Tate & Furst Group and floated on the stock market in 2004.

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