MindShare wins Bass

MindShare has won a place on the Bass roster, picking up the £1 million media account for the company's Leisure and Retail arm which operates three branded restaurant chains.

The WPP agency pitched against incumbent shop BBJ Media Services and Optimedia for the task. Brands that will fall under MindShare's remit are Harvester, Toby Inns and Vintage Inns. The company is expected to invest heavily in its franchises following the sale of its brewing business to Belgian company Interbrew, announced on June 15.

BBJ has handled the Bass account for 10 years and recently appointed Neal Deeprose to run the account. However, Interbrew's acquisition, which follows quickly upon the heels of its buyout of Whitbread's brewing business, will raise speculation of a major consolidation of media buying within the sector. Starcom Motive currently holds the media buying account for Whitbread brands such as Stella and Boddingtons.