Holland & Barrett has dropped London agency WCRS from its advertising account, fuelling speculation that the business could move back to the regions.
WCRS, which was appointed to the account in April 2008, has not been invited to re-pitch as the retailer reviews its advertising arrangements.
This has led to reports that Leicester's Big Communications, and Newcastle-based Guerilla - which handled advertising duties for the retailer for eight years until WCRS's appointment last year - could be in line to pick up the account.
The two agencies could not be reached to confirm their interest at the time of writing.
But it is no surprise that Guerilla has been linked with the business given its long-standing relationship with the client. The agency is also believed to have re-pitched for the account during Holland & Barrett's last review.
Big is a new name in the frame and was not involved in the last pitch.
Holland & Barrett will hope its latest review does not bring about the same confusion that ensued in 2007, when Leeds-based Propaganda said it was "perplexed" that the retailer had reneged on the agency's "pitch-winning strategy".