NEWS: Tambrands initiates media review

Tambrands is poised to review its dollars 65 million global media account following its decision to hand over the creative to Foote Cone Belding Worldwide.

Tambrands is poised to review its dollars 65 million global media

account following its decision to hand over the creative to Foote Cone

Belding Worldwide.



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-

service basis.



New PHD handles Tambrands’ rival, Smith and Nephew’s Lil-lets, and

Rocket was set up partly to handle conflicting business such as

Tambrands.



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.’



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