Frito Lay Europe, the parent company of Walkers crisps, has
rewarded BMP DDB for its work on the brand by appointing the DDB network
to its pounds 30 million pan-European crisp account.
The business was previously split between Young and Rubicam, the BBDO
network and DDB, with work produced by one of the three networks on an
ad-hoc basis.
BMP DDB in London will now take over the responsibility for strategic
direction and account co-ordination for Frito Lay crisps across the DDB
European network. Outside the UK, some of the creative work will come
from London and be adapted locally, although regional offices will also
produce their own work.
Martin Glenn, the vice-president, commercial, of Frito Lay Europe, said:
’DDB’s brief is to develop a powerful campaign idea which builds a
consistent and powerful brand identity within each country and across
Europe.’
BMP won Walkers Crisps in the UK from Y&R nearly three years ago. Since
then, the agency has increased its grip on the business by winning the
client’s remaining brands, including Quavers and Doritos, taking both
without a pitch. At last week’s D&AD Awards, BMP DDB was the first UK
agency to take a gold in 11 years, when it won the honour for its
Doritos TV idents.
The Walkers Crisps ’no more Mr Nice Guy’ campaign, starring the former
England footballer, Gary Lineker, has helped the brand to increase its
market share by 20 per cent over the past two years.
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