Sara Lee media brief up for grabs

ZenithOptimedia could be forced to re-pitch for the £11m UK media planning and buying account for Sara Lee following the company’s decision to consolidate its European agency roster.

Sara Lee, which produces household and personal hygiene brands such as Radox, Sanex, Ambi-Pur and Brylcream, is expected to scrap its current roster of nine agencies working in individual networks on the £100m pan-European brief.

The review is likely to see a switch to a radically slimmed down set-up of just a handful of agencies handling the entire account.

The Publicis-owned agency confirmed it is in talks with the company about the account, but would not add any further details.

The agency’s sister outfit in the US, Starcom, won the £109m media planning and buying account for Sara Lee’s activities in the US last year.

By Kevin May

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