Babar Khan Javed
Jun 15, 2018

GroupM wins $8 million English Biscuits Manufacturers media review

In Pakistan, GroupM won English Biscuit Manufacturers' estimated $8 million national media planning and buying account from Starcrest Communications, the incumbent.

The biscuit maker recently launched its first packaged cake product, taking on CupKake by Hilal Foods.
The biscuit maker recently launched its first packaged cake product, taking on CupKake by Hilal Foods.

After a month being pitted in a three-way contest against Starcom Pakistan and Starcrest Communications, GroupM Pakistan has won the $8 million English Biscuits Manufacturers (EBM) national media planning and buying account.

The scope of work covers TV, print, radio and digital.

Industry sources expressed concern over a potential conflict of interest within GroupM Pakistan, as it currently handles the media accounts for key competitors of EBM, namely Continental Biscuits Limited, Mayfair, BP Sweets, and Lotte Kolson (of Lotte Group).

GroupM has not yet responded to a request for comment on this issue.

WPP agencies now represent the media account and creative account for EBM, with the latter held by Ogilvy Pakistan.

The media review began in May and concluded on 13 June.

Starcrest Communications was the incumbent.

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