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The expected merger between the UK brewing interests of Bass and Allied

Domecq’s Carlsberg-Tetley is set to force a full-scale pounds 25 million

media review. Creative work will also come under the spotlight.

The two main media incumbents, BBJ Media Services and Zenith Media, will

fightÿ20it out for the business if the deal is ratified, although other

agencies may be invited to pitch.

Insiders have tipped BBJ as the favourite to scoop the centralised

account. The agency already handles the pounds 15 million centralised

planning and buying for Bass and all previous acquisitions by the

brewing giant have put their media straight into BBJ.

Zenith has held Allied Domecq’s pounds 35 million centralised media

business since 1990.

Bass’s main creative agencies are WCRS, which handles three quarters of

the Bass business, and the Leith Agency. The Carlsberg-Tetley business

is split between Saatchi and Saatchi and K Advertising.

Bass recently ended its 20-year relationship with Bates Dorland when it

dropped the agency from its Grolsch account (±±¾©Èü³µpk10, 3 May). It is

hunting for a network to handle Grolsch and Hooch and has narrowed the

shortlist down to DMB&B and Euro RSCG Wnek Gosper (±±¾©Èü³µpk10, last week).

After the merger, a creative rethink would cast doubts over the smaller

agencies’ roles. One insider commented: ‘Bass is a big centraliser.’

Talk of a Bass and Carlsberg-Tetley review was sparked by Allied

Domecq’s decision to sell its half share in Carlsberg-Tetley to Bass for

about pounds 200 million. The deal would involve Bass acquiring a number

of brands - including Carlsberg Lager, Castlemaine XXXX, Tetley Bitter

and Calder’s Cream Ale - which conflict with its existing portfolio.