Four agencies chase Jeyes 4m ‘core’ marketing push

Household hygiene company Jeyes has shortlisted four agencies for a 4m marketing campaign promoting its best-known brands.

The new strategy, focusing marketing spend on core brands, was adopted following the introduction of new management in 1994. It includes a TV ad campaign for Parozone bleach.

Although the company declines to name the specific products they are understood to include Bloo toilet freshener, Jeyes Baby Wet Ones, Jeyes Fluid, and Quickies.

Jeyes was bought out by its management in 1994 and the entire board and senior executive team was restructured.

As part of the rejig David Callear was appointed group finance director and deputy group chief executive.

Last year the company reported an upturn in pre-tax profits of 1.3m against a 4.2m loss for 1994.

Turnover was also up, seven per cent, from 109m in 1994 to 117m, and borrowings were down to 13.7m, from 17.7m in 1994.

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