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Holsten UK has reappointed long-standing agency TBWA GGT Simons

Palmer to its pounds 6m ad business for Holsten Pils after a three-way

pitch against WCRS and Leagas Delaney.

TBWA’s reappointment, which sees the agency benefiting from an increased

adspend by Holsten, will come as a blow to WCRS in particular. Bass,

owner of the Carling brand, parted company with WCRS last month after it

was revealed that the agency was pitching for the rival Holsten business

(Marketing, May 25).

Andy Edge, who was appointed last week as Holsten’s marketing director,

said: ’I think a lot of people expected a change of agency, but we went

into the process with open minds. We wanted to make sure we had the

right partner on board. WCRS’ decision to part with Bass was completely

their decision.’

Holsten expects to up its spend on the Pils brand but the final figure

has not yet been determined. Edge confirmed its existing Fast Show spots

will be ditched, with new ad activity expected to begin in the fourth

quarter based around what the company described as ’own-label product

truths’.

Separate marketing activity will start around September, tying into the

company’s recently revived sponsorship of Tottenham Hotspur FC, in time

for the new football season.

The media business was not up for review and will continue to be handled

by MediaVest.

The ad review was called by Holsten’s previous marketing director, Phil

Plowman, just a week before he departed in March to join Pilsner Urquell

as head of global marketing.

Edge, who was promoted from marketing manager, said: ’There will be a

change of direction, but we knew The Fast Show would only be a two-year

campaign. The Fast Show served its purpose; now it’s time for the next

big step. The core idea will be consistent with the positioning as an

honest down-to-earth brand not weighed down by gimmicks.’

Holsten Pils is currently the third best-selling premium packaged lager

in the UK, with 12.2% market share behind Scottish Courage’s Beck’s and

Anheuser Busch’s Budweiser on 15.5% and 30% respectively.