JA Sharwood’s has ended weeks of speculation by handing its 2.5m Sharwood’s food account to Walsh Trott Chick Smith.
The move continues Sharwood’s 12-year relationship with Walsh Trott managing partner Amanda Walsh. Walsh was appointed to handle the Sharwood’s food account in 1983 when she joined WCRS.
WCRS lost the Sharwood’s account in May, just two months after Walsh left the agency (MW May 5).
The creative move was part of an overall review at Sharwood’s which resulted in media being pooled into BBJ Media Services.
Despite her 12-year link, Walsh says the account win was not a foregone conclusion.
“If it was really just down to me Sharwood’s would have walked in here months ago and just handed over the account,” she says.
Walsh Trott won the account after a lengthy pitch against several agencies, says Sharwood’s marketing manager Fergus Rose. The account was awarded on the strength of the agency’s planning and creative work.
Sharwood’s is brand leader in its market but is facing increasing competition in the 100m-plus ethnic foods market from brands such as Nestlé’s Crosse & Blackwell range. WTCS starts work on the account immediately, although its creative work will not break until next year.