ZenithOptimedia loses Sara Lee brands

ZenithOptimedia has lost its grip on the £13.4m UK Sara Lee household and bodycare account, leaving Carat or OMD in a strong position to pick up the brief, which is likely to be awarded on a pan-European basis.

ZenithOptimedia loses Sara Lee brands
ZenithOptimedia loses Sara Lee brands

The decision means that the incumbent has lost brands such as Brylcreem and Radox in the UK, part of £13.4m worth of billings (according to Nielsen Media Research). The blow follows the agency's success in picking up the £101m L'Oréal Golden account in July.

The review, which is taking place across 15 countries in Europe, is understood to also include the food and beverage section of the Sara Lee account, which could bump the value up to £18.8m in the UK, according to Nielsen. This encompasses brands such as Chat Noir and Douwe Egberts coffee and the bakery line.

Agency sources said the account had an emphasis on procurement and streamlining Sara Lee's business across Europe.

One source from an agency that declined to pitch for the business said that the whole point behind the pitch was to "drive cost efficiencies across the business".

ZenithOptimedia chief executive Antony Young confirmed that the agency was out of the running for the account.

"We have been knocked off the European pitch for Sara Lee," Young said. "While disappointing, it wasn't completely unexpected.

It was a full-blown European pitch that involved 15 countries, and ZenithOptimedia only had the business in the UK.

We've had a good run from these European pitches, this one didn't fall our way."

Sara Lee awarded the Gossard and Dim accounts from its branded apparel range to HavasownedMedia Planning Group in February 2004; the agency already handled the account for Playtex, also owned by Sara Lee.

Media Week understands the clothing side of the business is not affected by this review.

Sara Lee declined to comment.

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

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email