Magazine article Marketing

Heinz Unifies Strategy in [Pounds]18m Starcom Shift

Magazine article Marketing

Heinz Unifies Strategy in [Pounds]18m Starcom Shift

Article excerpt

Heinz has moved strategic planning for its [pounds]18m annual UK media spend into Starcom in the week the agency confirmed its merger with Motive to become the Starcom Motive Partnership (SMP).

Starcom, which won the business without a pitch, will run the media strategy across all Heinz's grocery activity.

It already handles implementational planning and buying across all brands, as well as strategic planning on the John West brand.

According to Heinz general manager, corporate marketing, Eric Salamon, the move reflected Heinz's need for strong creative media planning following a change in advertising strategy over the past 18 months, which has seen the company switch from an umbrella-type strategy across major brands, to individual brand campaigns.

SMP which begins trading from April, will be the UK's third-largest merged agency, with billings topping [pounds]440m. Motive managing director Mark Cranmer will head the operation as managing director of SMP, as well as managing director, Starcom, for Europe, Middle East and Africa.

He will report direct to Jack Klues and Bob Brennan, Starcom's chief executive officer and chief operating officer, who are based in the US. …

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