Forte studies agencies in fresh review

Forte is re-examining its agencies as part of a wholesale marketing review. Forte, which is the target of a hostile bid by the Granada group, saw the arrival of its first marketing director Richard Carrick last month.

Forte is re-examining its agencies as part of a wholesale marketing review.

Forte, which is the target of a hostile bid by the Granada group, saw the arrival of its first marketing director Richard Carrick last month.

Carrick says the company has been looking at its brands since the summer, and that advertising is one of the things he will be studying as part of the review. Forte’s brands include restaurant chains Happy Eater and Little Chef and hotel chains Posthouse and Travelodge.

At the last count it was working with over 30 agencies (BRAD), including above and below the line, as well as media-buying agencies.

Forte spent just under 7m last year above the line (Register- MEAL). The largest part of that was for Little Chef (1.3m) through D’Arcy Masius Benton & Bowles /The Media Centre, its Leisure Break promotion through French Walton Wiggins Hall/BBJ Media (1.5m), and Posthouse hotels by Bartle Bogle Hegarty /CIA Medianetwork (1.4m).

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