Proximity's appointment comes as Heinz attempts to halt declining sales of its baby-food products, which fell 拢7m to 拢30m in 2000, as a result of increased competition in the market.
The agency beat off competition from TWBA\GGT Direct, Craik Jones Watson Mitchell Voekel and Red Cell Perspectives earlier this month.
Proximity London will be working with Heinz to extend its brand relationship with its consumer base, developing a single database for the brand and building one-to-one relationships with mothers via direct communications methods.
"We chose Proximity London because we felt it understood our strategic vision for the Heinz baby-food brands," says Victoria Maxwell, brand development manager at Heinz. "We were also impressed by their track record and their expertise in this area."
The appointment comes just six months after Heinz awarded WCRS its 拢5m above-the-line work for its baby-food brands.
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