Magazine article Marketing

UB in Media Reshuffle

Magazine article Marketing

UB in Media Reshuffle

Article excerpt

United Biscuits is abolishing its in-house media co-ordination and its advertising controller Ian Shenton is to leave the company at the end of the year.

But UB is denying that the move comes as a precursor to centralising its |pounds~16m media budget.

All media expenditure will now be co-ordinated through Optimedia, one of UB's incumbent agencies. Optimedia handles most of the media planning and buying for KP. Leo Burnett, which handles McVitie's, and Mediacom, which handles Ross Young's, will both continue on the UB roster.

"All our agencies will now report into Optimedia on co-ordination matters. They will synchronise our media strategy," says UB.

Shenton will stay with UB until the end of 1993, overseeing the handover to Optimedia. No decision has been made on how the function will be shaped at the agency.

With a combined media budget of around |pounds~16m, UB is one of the last big advertisers to address the issue of media centralisation.

Shenton has made no secret of his opposition to media centralisation, but rumours have been circulating that UB insiders were pressing for him to back down. The company is understood to have been considering pooling its media resources for some time. …

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