O&M takes Ragu task

Ogilvy & Mather has snatched the pounds 3m Ragu Pasta Sauce account from Ammirati Puris Lintas, as brand owner Van den Bergh tries to boost the range’s performance against rival Dolmio Pasta Sauce.

Ogilvy & Mather has snatched the pounds 3m Ragu Pasta Sauce account

from Ammirati Puris Lintas, as brand owner Van den Bergh tries to boost

the range’s performance against rival Dolmio Pasta Sauce.



The Unilever-owned food division also shortlisted J Walter Thompson, its

other roster agency, to pitch for the account.



It is believed the agency will relaunch the brand to catch up with

market leader Dolmio, which had annual sales last year of pounds 55m

compared with Ragu’s pounds 25m.



Dolmio spent pounds 6.62m on advertising last year, while Ragu’s spent

pounds 1.2m (AC Nielsen-MEAL).



At the same time O&M has scooped the remaining Impulse business from

APL.



From next month, the agency will be responsible for the deodorant range

in Latin America, Africa, Central Asia and the Middle East, as well as

its accounts in Europe.



APL retains responsibility for Impulse in East Asia Pacific Group but

has lost around dollars 30m of business in the move.



O&M won the pounds 10m European Impulse account in January 1997.



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