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Holland & Barrett

Holland & Barrett makes u-turn on Propaganda appointment decision

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By The Drum Team, Editorial

December 6, 2007 | 2 min read

Propaganda in Leeds has been dropped by Holland & Barrett, having only just been appointed to the health giant’s advertising roster, reported to be worth up to £6million.

A competitive pitch was held earlier this summer, with agencies believed to have been tasked with developing the strategy for a TV-led advertising campaign, due to launch in the New Year. Propaganda was subsequently appointed by the firm.

Now, it appears the agency has been dropped, with no explanation for the surprise turnaround being given to Propaganda. The agency is said to be perplexed by the decision.

“Propaganda presented a pitch winning strategy in the summer, and that pitch winning strategy has now been dropped by the Holland & Barrett board, so Propaganda won’t be working with Holland & Barrett in the future,” said managing director Mike Phillipson.

Phillipson revealed that Propaganda had invested considerable time preparing to execute the strategy that had been successfully pitched to the Holland & Barrett marketing team, for the implementation of the brand’s 2008 campaign.

Newcastle-based Guerilla, which has held the account for eight years, recently launched the firm’s last advertising campaign for 2007 and is now expected to push on with Holland & Barrett’s marketing activity for next year.

The Drum approached Holland & Barrett for clarification on its agency arrangements, but the marketing team could not be reached for comment.

In a separate development, Propaganda has won the UK advertising account for global fashion brand Peekaboo, understood to be worth a seven-figure sum over twelve months. Propaganda’s brief is to develop the brand, currently trading in the USA and Australia, as a leading brand identity in the UK across 2008.

Phillipson said Peekaboo shared good chemistry with the Leeds agency.

“Peekaboo has got a passion for putting brand at the heart of the business,” he said. “The same passion that we have here at Propaganda.”

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