Meat quango calls £2m media pitch

The Meat and Livestock Commission (MLC) is reviewing its &£2m media planning and buying business. It is expected to invite incumbent OMD Gemini to repitch.

The MLC wants to create a roster of a least three agencies to handle media strategy for the MLC, the English Beef and Lamb Executive (EBLEX) and the British Pig Executive (BPEX). It will come up with a framework agreement, as part of the European Union procurement procedure, for a suitable media strategy for the three divisions.

The MLC recently finalised a framework for its creative advertising and has appointed Fallon, Leo Burnett, Publicis and TBWA/ London to join incumbent DDB London on its roster (MW June 10).

The commission is reviewing a number of the services that support its advertising: it has also announced that it is looking at its advertising design and printing services. This will lead to the creation of a roster and the development of a framework agreement.

The MLC’s supplier review follows a number of changes in the body’s marketing responsibilities. Earlier this year, it devolved the marketing responsibilities of the individual Scottish, Welsh and English meat promotion bodies back to them, in order to allow them to compete against each other more effectively. The MLC now operates as a central marketing resource for campaigns and promotional activity that needs a collaborative approach (MW December 4, 2003).