Maxus takes £21m Associated British Foods media account

Maxus has won the £21m media planning and buying account for Associated British Foods' grocery arm, snatching the business from incumbent ZenithOptimedia in a competitive review that also included MPG Media Contacts.

Ryvita: part of the Associated British Foods brand portfolio
Ryvita: part of the Associated British Foods brand portfolio

The pitch process was managed by ID Comms and kicked off in September. The business will transfer to Maxus from 1 March 2013.

The WPP agency will now take control of media planning and buying duties across five individual businesses: AB World Foods; Allied Bakeries; The Jordans & Ryvita Company; The Silver Spoon Company and Twinings UK.

Brands in the ABF portfolio include Kingsmill bread, Ovaltine, Ryvita, Patak’s and Twinings tea.

Lindsay Pattison, chief executive of Maxus, said: "The pitch process was a fantastic experience and allowed us to really understand the businesses in the [ABF] Group and we’re thoroughly looking forward to getting started."

Sarah Arrowsmith, chief executive of ABF UK Grocery, said: "We saw some excellent thinking from all the agencies we evaluated but concluded that Maxus offered the most consistent balance of overall strategic and creative insight; with exceptional capability in relation to digital media channels in particular.

"We were also impressed with how Maxus recognised the unique requirements of the individual businesses within our group and adapted their internal structures accordingly."

In September ABF appointed Creature London to the creative account for its Jordans brand. The agency won a pitch against CHI & Partners, Dare and CST The Gate, and replaced Grey London on the account.

As well as Creature, ABF works with a number of creative agencies including Abbott Mead Vickers BBDO and JWT London.

The creative roster is unaffected by the awarding of the media account.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

My Media Week: Barnaby Rothwell

My Media Week: Barnaby Rothwell

This week, Barnaby Rothwell, promotions director, UK & EMEA at Disneymedia+, focuses on a major collaboration with Sky and Pixar, the ongoing 'Star Wars Rebels' promotion and sorting wedding pics

Share
Hotpoint sponsors Good Food Channel

Hotpoint sponsors Good Food Channel

Hotpoint Appliances is sponsoring the Good Food Channel's World of Flavour strand in a six-figure deal, with idents running until September next year.

Share
Media Owners take games into their own hands

Media Owners take games into their own hands

A new generation of gamers is sharing and viewing content in ways that have caught the attention of media owners. But can they harness these trends to grow their businesses? Jason Kingsley OBE, chief executive of games maker Rebellion shares his thoughts.

Share

Get news by email