Previously, Zenith handled media buying in the U.K. and planning for the Homepride brand. Saatchi & Saatchi managed planning for the Campbell brand in the U.K. Elsewhere in Europe, Young & Rubicam had the business in Germany and Belgium and Carat International in France.
Campbell advertises its products in Germany, France, Belgium and the U.K. in Europe, and has designated international growth as a key element of its strategy. Last year, the Camden, New Jersey-based marketer opened its European regional headquarters in Brussels.
In the past two years, Campbell has made two European soup acquisitions of Erasco, Germany's largest wet soup brand, in 1996, and of French soup manufacturer Liebig last year. During that time, soup has grown from representing less than 10% of Campbell's European sales to accounting for around 60% today.
"With our rapid growth in Europe over the past two years, we are now in a position to gain greater efficiency and effectiveness by consolidating the media planning and buying for our advertising," says Martin Thrasher, Campbell's senior VP and president international grocery Europe/Canada. "I am confident Zenith Media will provide the strategic focus and creative energy to help us continue to build our European business."
Copyright July 1998, Crain Communications Inc.