Tambrands is poised to review its dollars 65 million global media
account following its decision to hand over the creative to Foote Cone
FCB won the account after a three-way shoot-out against J. Walter
Thompson and the incumbent, BBDO.
In the UK, the win means the fledgling media incumbent, Rocket, could
lose its grip on the pounds 5.5 million business. Rocket is a sub-brand
of New PHD, the media agency which was created out of the merger of
Pattison Horswell Durden and the media department of Abbott Mead Vickers
BBDO last May.
Before AMV’s acquisition of PHD, Tambrands was handled by AMV on a full-
New PHD handles Tambrands’ rival, Smith and Nephew’s Lil-lets, and
Rocket was set up partly to handle conflicting business such as
Andrew Robertson, managing director of AMV, explained that media was not
part of the original presentation, but he was unclear whether the
account would remain at Rocket.
A spokeswoman for Tambrands in New York confirmed the review and said a
decision would be reached later this month.
Sources close to Tambrands said the media account was unlikely to move
straight into FCB’s worldwide media affiliate, Optimedia. One said: ‘It
would like to have a worldwide approach to media and there is likely to
be a pitch in due course.’
On the creative side, FCB London will not only handle the UK account,
but has also been appointed to co-ordinate the total European programme,
which has a dollars 27 million spend.
The win means the FCB network will take on responsibility for the
development and handling of Tambrands’ international advertising
strategy. FCB’s New York office will spearhead strategy formulation.
Chris Rendel, chief executive of FCB London, commented: ‘We had an idea
for a global campaign, based on a strategy that is flexible enough to
run in each market and address issues in those markets.’
Robertson said: ‘You have to live with these kinds of decisions. We won
it worldwide and we lost it worldwide.’