JWT appointed by Premier Foods to handle Ambrosia, Hovis, Mr. Kipling, Oxo brands; Premier Foods reduces agency roster to JWT, McCann London, ends partnerships with 101, Dare, plans to double marketing spend in 2012 to over £50M

Kendall Sinclair

LONDON , March 19, 2012 (press release) – Premier Foods, home to some of Britain’s best loved brands, today announces that it has appointed McCann London and JWT to manage the creative execution of its Power Brand advertising, replacing its current agency roster.

McCann London will oversee creative development for Batchelors, Bisto, Loyd Grossman and Sharwood’s advertising while JWT will manage creative for Ambrosia, Hovis, Mr. Kipling and Oxo.

The appointment will reduce the current agency roster of three - including 101, Dare and McCann London – to two, helping reduce complexity and ensuring further focus and consistency in line with the company’s growth strategies.

The move has been led by the company’s new Managing Director, Grocery and Bakery , Iwan Williams, who commented:

“Both 101 and Dare have continued to deliver excellent advertising for our brands and I would like to thank them for their work. As we reviewed our future plans, we decided to focus on a smaller number of agencies that have the breadth, scale and resources to manage our Power Brand portfolio.”

The move follows the company’s announcement in January that it plans to double marketing spend in 2012 to more than £50 million.

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