PWLC snatches Fox’s business

Fox’s Biscuits has appointed PWLC, the agency run by former Smile marketing director Mike Phillipson, to its &£1m advertising account.

PWLC won the business after pitching against a number of unnamed agencies. Incumbent St Luke’s did not repitch. Media buying, handled by Equinox, is not affected by the review.

The review was conducted by marketing director John Ward, who joined Fox’s in June. He was previously commercial director of Eden Vale but left when his position was scrapped (MW February 28, 2002).

PWLC’s other clients include Car People, Superdrug and Alliance & Leicester.

Fox’s is part of Northern Foods which, as well as manufacturing products under its own brands, supplies Marks & Spencer.

Fox’s is in the middle of a brand review of all its products, including the core biscuit range and chocolate biscuit bar Rocky. Branding agency Smith & Milton was appointed to review the existing product range and advise on new product development last year (MW October 24, 2002).


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