Del Monte hands Bozell Euro brief

Delaney Fletcher Bozell has won Del Monte Royal Food’s pan-European creative account after a pitch against TBWA GGT Simons Palmer.

Initiative Media has won the 3m UK media buying account for the fruit and beverage company after a pitch against CIA Medianetwork.

The appointments follow the departure of Del Monte’s European marketing director Gerry Roads at the end of February (MW March 4), half-way through the pitch process.

Marketing responsibilities for Europe have been taken over by Neil Burchel, who joins as marketing development director from Del Monte’s Russian operation, Lyric Beverages. He will report direct to European commercial director Stephen Thorpe.

Thorpe says: “The Del Monte brand name has been strengthened over the years through the successful marketing campaigns based around the highly effective ‘Man from Del Monte’ advertisements.

“Bozell has presented us with an excellent proposal to take our brand advertising forward to the next level. The forthcoming summer campaign will form an integral part of our marketing drive to build our leading positions in Europe.”

The account was previously held by Young & Rubicam across Europe, while Mediapolis handled the media buying in the UK.

According to AC Nielsen-MEAL, Del Monte spent 1.85m advertising its canned fruit in the UK in the year ended September 30 1998.


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