Magazine article Marketing

BBH Wins 18 Million Pound Sterling Whitbread Job

Magazine article Marketing

BBH Wins 18 Million Pound Sterling Whitbread Job

Article excerpt

Whitbread Beer Company has finally decided to centralise its media planning and buying operations through Bartle Bogle Hegarty, ending months of speculation.

Whitbread's marketing director Steven Philpott says that the appointment is the result of a 12-month review of the company's media arrangements.

The aim was "to take best advantage of future changes in the media marketplace and ensure we remain competitive".

BBH pitched for the |pounds~18m centralised account alongside fellow incumbent Lowe Howard-Spink. BBH was previously responsible for Murphy's, Boddingtons and Tooheys, while L H-S handled the lion's share of Whitbread's media, including lager brands Heineken and Stella Artois.

Increasing complexity in the media marketplace and the need for Whitbread to present a more single-minded position to media owners have forced the centralisation, says Philpott.

But he adds that the decision also results from the vital need for Whitbread to consistently support its brands.

Pooling media makes advertising budgets work harder, because of the volume discounts available, he says. …

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