Sharwood's in £2.5m agency hunt as TBWA quits

Sharwood's, the Asian food brand, is searching for an ad agency following TBWA\London's resignation of the £2.5m business.

TBWA, which had worked for the Centura-owned sauces brand for more than six years, dropped the business following increasing conflict between its work for Sharwood's and Masterfoods' Seeds of Change sauce range.

TBWA has strengthened its place on the Masterfoods' roster over the past few months by securing the Twix, Galaxy and Starburst business from Grey London (Marketing, 5 November).

Centura is expected to draw up an agency shortlist for Sharwood's in the new year. It is believed that the company will approach Sharwood's other roster agency, Bartle Bogle Hegarty, which was hired last year to replace Saatchi & Saatchi on the £2m Bisto account.

TBWA's resignation of the account coincides with a shift in brand direction to emphasise the premium nature of Sharwood's products. It follows the appointment of Katherine Rose as Centura marketing director in September.

Earlier this month Sharwood's revised its brand identity through Jones Knowles Ritchie, extended its range of frozen ready meals and added a Noodles of Asia line (Marketing, 15 December).


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena
Co-op bank posts losses of £1.3bn and expects no profits for two years
Morrisons digital boss Simon Harrow to leave the business
Tesco boss Philip Clarke backs CMO Matt Atkinson's 'enormous contribution' to brand