Euro RSCG scoops £5m Yakult above-the-line account

by Joanne Payne, Brand Republic 08-May-07, 15:55

LONDON - Euro RSCG has continued its rich vein of form following the capture of 3's above-the-line account by winning Yakult's £5m creative business after a competitive pitch.

Euro RSCG pitched against JWT and DDB London. Earlier in the pitch process Lowe London dropped out because of a conflict of interest.

Yakult announced in February that it was parting company with Wieden + Kennedy London, who produced the recent 1970s inspired TV ads.

The decision to leave W+K was reported as a consolidation process of its advertising roster across the continent last year.

However, Yakult's decision to leave W+K shocked many as the UK advertising arm was said to be safe. At the time a Yakult spokesman said: "Yakult has spoken to a number of pan-European agencies about the new territories we are moving into. This doesn't affect the UK business."

Yakult handed the creative account to W+K in June 2006 when it was charged with rebranding Yakult and replacing the 'friendly bacteria' ad campaigns.