The three incumbent agencies were asked to re-pitch for the accounts, with Whybin\ TBWA -- which previously held Birds Eye -- adding Edgell to its list, while Grey Worldwide, responsible for John West, picked up Leggos.
The review was sparked by a restructuring of Simplot's marketing division earlier this year, in which responsibilities for brand management and advertising were placed within the strategic marketing groups.
The review was sparked by a restructuring of Simplot's marketing division earlier this year, in which responsibilities for brand management and advertising were placed within the strategic marketing groups.
Simplot Australia group marketing manager for the Birds Eye and Edgell brands Glenn Myatt said: "There was no fundamental dissatisfaction with the performance of any agency. However, (Whybin\ TBWA and Grey Worldwide) were assessed to be in a better position to assist our future business objectives."
