Simplot media pitch down to three agencies

SimplotThe media pitch for major food company Simplot’s $11.9m media account is down to three agencies, Mumbrella can reveal.

It is understood that after a series of chemistry sessions with most of the major agencies in Melbourne, last week, the company has invited incumbent Dentsu Aegis, along with PHD and Initiative through to the next round of the pitch.

Last week Mumbrella revealed that the company behind major brands such as Edgell, Birdseye, Lean Cuisine and Leggo’s had called the media pitch following the closure of its media agency Huckleberry.

Brands SimplotSimplot was originally held by Mitchells but was shifted to Huckleberry during the shuffling of the deck that occurred within the group between 2012-13, ahead of the departure of Harold Mitchell, as Carat became the largest agency within the group.

It is not clear which of the Dentsu Aegis agencies will line up for the pitch but it is thought that the group may struggle to retain the account as it would be their third agency to look after Simplot in just three years.

All agencies contacted declined to comment.

When approached for comment last week a company spokesman would not be drawn on the reasons for the pitch but said: “Simplot Australia has confirmed that it is currently reviewing its media agency options, following the recent decision by Dentsu to close it Huckleberry office.

Creative agency BWMDentsu Melbourne, which was recently acquired by Dentsu Aegis, holds the creative account for the company.

According to Nielsen Simplot had a main media spend of $11.9m for the financial year ended June 30.

Nic Christensen 


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