Ocean Spray to review £2.5m TBWA account

Ocean Spray, the cranberry juice drink distributed in the UK by Gerber Foods, is understood to be reviewing its &£2.5m creative account held by TBWA GGT Simons Palmer.

The brand, which has used the Duchess of York in its US ads, is believed to be in talks with a number of top London agencies regarding its creative account.

Sources say the review has been called following TBWA’s win of the &£3m account for Cadbury Schweppes’ soft drink Oasis (MW December 17 1998), a competitor to Ocean Spray.

Insiders also claim that none of TBWA’s creative work has been used since the agency was appointed at the end of 1997 (MW December 12 1997). Advertising has used the work of previous incumbent, Delaney Fletcher Bozell.

Juliet Hudson, Ocean Spray head of brands, declined to comment on the pitch.

This year, Ocean Spray has extended its brand into jams, preserves and smoothies. It is not known if these products will fall within the new agency’s brief.

TBWA was appointed at the end of 1997 to turn Ocean Spray into a major mainstream brand, after a pitch against Abbott Mead Vickers.BBDO.


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