Simplot puts $11.9m media account in play after closure of Dentsu Aegis’s Huckleberry

SimplotMajor foods company Simplot has put its $11.9m media account in play following the recent decision to close full service Dentsu Aegis agency Huckleberry, Mumbrella can reveal

The agency today declined to comment on anything to do with the account but it is expected that it will line up to defend the media account, which includes major brands such as Edgell, Birdseye, Lean Cuisine and Leggo’s, with a raft of Melbourne media agencies thought to be looking to challenge for the work.

“Simplot Australia has confirmed that it is currently reviewing its media agency options, following the recent decision by Dentsu to close it Huckleberry office,” said a spokeswoman for Simplot.

Some of the Simplot brands

Some of the Simplot brands

The account was originally held by Mitchells but was moved 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.

In June Mumbrella revealed Dentsu Aegis would seek to close Huckleberry and would consult existing clients about where within the group they would like to move.

It is thought that through this process Simplot has chosen to call a media pitch.

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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