Magazine article Marketing

Hovis Selects BMP DDB for [Pound]5m Image Revamp

Magazine article Marketing

Hovis Selects BMP DDB for [Pound]5m Image Revamp

Article excerpt

Rank Hovis McDougall (RHM) has hired BMP DDB to handle the [pound]5m account for its Hovis bread brand.

The business was awarded following a five-way pitch against Saatchi & Saatchi, Fallon,TBWA\London and St Luke's. Incumbent D'Arcy, which had held the work for five years, declined to repitch.

BMP will develop a new creative direction for the brand, moving away from its 'Raised the Hovis way' strapline and Dvorak's New World Symphony signature tune.

Hovis is keen to launch a more aggressive campaign that challenges the conventions of bread marketing.

The pitch came as part of a review of RHM's entire brand portfolio which was called in July 1999 and included Manor Bakeries, Centura Foods and its British Bakeries division, of which Hovis is apart.

The appointment comes a month after RHM chairman Paul Wilkinson attacked agencies that focus on multinational clients at the expense of UK-only clients, following the global restructuring of DMB&B, now D'Arcy. …

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